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Handbook of Qualitative Research Methods in Marketing

Edited by Russell W. Belk

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics.
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Chapter 37: The Emergence of Multi-Sited Ethnography in Anthropology and Marketing

Karin M. Ekström


Karin M. Ekström1 Although multi-sited ethnography is an exercise in mapping terrain, its goal is not holistic representation, an ethnographic portrayal of the world system as a totality. Rather, it claims that any ethnography of a cultural formation in the world system is also an ethnography of the system, and therefore cannot be understood only in terms of the conventional single-site miseen-scène of ethnographic research, assuming indeed it is the cultural formation, produced in several different locales, rather than the conditions of a particular set of subjects that is the object of study. (Marcus, 1998, p. 83) 1 Introduction Ethnography has traditionally involved spending a long time in a remote location far away from home, seeking a deeper cultural understanding of a certain phenomenon. Recently, or more specifically since about the mid-1980s, there has been a paradigm shift in anthropology. It has stimulated a discussion about representation of the field as well as the researcher and has led to new ways of seeking knowledge (e.g., Gupta and Ferguson, 1997). New ways of conducting ethnography have been introduced, and today multi-sited ethnography challenges the long-established approach for conducting ethnographic fieldwork. Rather than focusing on one location, fieldwork can now be conducted in a number of sites. Although fieldwork has historically been an imperative ingredient for the definition of anthropology and ethnography, the change to multiple sites has not occurred without opposition. Some researchers express their concern regarding the direction that the discipline of anthropology is leading...

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