Doing Anthropology in Consumer Research

Discover the groundbreaking insights in Doing Anthropology in Consumer Research by P. L. Sunderland and Patricia L. Sunderland, published by Left Coast Press Inc in 2007. This essential guide spans 368 pages, offering a comprehensive exploration of the theory and practice of ethnographic research in consumer environments.

Drawing on decades of the authors' extensive research experiences, this book delves into diverse topics ranging from coffee culture in Bangkok to the nuances of boredom in New Zealand and the intricacies of computing in the United States. The authors employ a variety of methodologies, including focus groups, rapid appraisal, semiotics, and visual ethnography, making it an invaluable resource for anyone interested in business anthropology and consumer behavior.

Whether you're a researcher, marketer, or simply curious about the intersection of culture and consumerism, this book will enhance your understanding and approach to market research. Explore the rich world of consumer anthropology today!