Doing Anthropology in Consumer Research

Discover the invaluable insights of Patricia L. Sunderland in her groundbreaking book, Doing Anthropology in Consumer Research, published by Left Coast Press Inc in 2007. This essential guide spans 368 pages and delves deep into the theory and practice of ethnographic research within consumer environments. Drawing from decades of the authors’ extensive research—from the coffee culture in Bangkok to the nuances of boredom in New Zealand and the tech landscape in the United States—this book employs a diverse range of methodologies. Readers will explore techniques such as focus groups, rapid appraisal, semiotics, and visual ethnography, making it a must-have resource for anyone interested in business anthropology and consumer behavior. Enhance your understanding of market research and the social sciences with this comprehensive study that bridges the gap between anthropology and consumer insights.