Market-Oriented Ethnography Revisited

This article discusses and illustrates the benefits of an approach to market-oriented ethnographic research that leads to insights somewhat different than those provided by two dominant approaches in applied ethnography.

Market-Oriented Ethnography Revisited

Eric J. ArnouldUniversity of ArizonaLinda L. PriceUniversity of Arizona

THREE 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...

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