Review by Choice Review
Mariampolski (sociologist, former college professor, and founder of QualiData Research Inc.) provides strategies and tips for conducting onsite marketing research into consumers' behaviors and lifestyles. Describing himself as a "world-class snooper," Mariampolski uses anthropological (ethnographic) techniques to observe consumers in their natural habitats: eating in front of television sets, socializing in bars, and even taking showers. Rather than studying consumers in a controlled setting or focus group, he believes in immersing himself in the consumers' world to see how people really do use the products they buy. As described in the book, "ethnography takes research out of the laboratory and into the houses, offices, stores, and streets where people live, eat, shop, work, and play." Toward this end of the volume, Mariampolski explores various ways to apply ethnography and the steps involved in carrying out market research, from designing projects to observing and questioning subjects and collecting and interpreting data. This useful guide also includes information on the cultural and ethical aspects of conducting research and how to establish rapport with respondents. ^BSumming Up: Recommended. Graduate marketing students, researchers, faculty, and practitioners. P. G. Kishel Cypress College
Copyright American Library Association, used with permission.