Doing Anthropology in Consumer Research
by Patricia L Sunderland, Rita M Denny
Explores how anthropological methods and ethnographic research can be applied to consumer studies, marketing, and product development.
About This Book
Doing Anthropology in Consumer Research introduces anthropological approaches for understanding consumer behavior.
The book covers fieldwork techniques, cultural analysis, and the application of ethnographic methods in commercial settings.
Authors Patricia L Sunderland and Rita M Denny draw on their professional experience to illustrate how anthropology informs marketing and product development.
Readers learn to interpret consumer practices through cultural context and qualitative research strategies.
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