Learning from pop culture
Article Abstract:
Telethnography is an emerging market research method that examines individuals and groups within the context of television. A survey of cell phone users is conducted to establish the validity and utility of telethography.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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Leveling the field
Article Abstract:
Ethnographic research has emerged as a powerful tool in marketing. Four rules for conducting ethnographic research qualitatively are discussed.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2005
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Better than sex
Article Abstract:
The demographic variance among traditional and non-traditional males and females is examined from the proposed gender scale.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2004
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