Market-Oriented Ethnography Revisited
Eric J. ArnouldUniversity of ArizonaLinda L. PriceUniversity of ArizonaTHREE APPROACHES IN APPLIED MARKET-ORIENTED ETHNOGRAPHY
Three approaches in applied market-oriented ethnography (Arnould and Wallendorf, 1994) can be defined, two of which have garnered the bulk of research attention in recent years. We may describe them as macro, micro, and meso in orientation as we explain below. All three approaches adopt a general ethnographic orientation. All consumer ethnography aims to produce generative insights from the application of a broad and deep understanding of how cultures are...