{"title":"Patricia L Sunderland","description":"\u003cp\u003ePatricia L Sunderland's works offer insightful perspectives at the intersection of anthropology and consumer behaviour, revealing the subtle dynamics that drive market trends and consumer choices. Her approach blends academic rigour with practical understanding, making her books essential for readers interested in how cultural contexts shape business strategies.\u003c\/p\u003e\n\n\u003cp\u003eIdeal for students and professionals in \u003cem\u003eBusiness \u0026amp; Entrepreneurship\u003c\/em\u003e, Sunderland’s writings delve into qualitative research methods and provide a nuanced view of consumer research beyond traditional models. Her work encourages a thoughtful exploration of the complexities in consumer interactions and marketplace environments.\u003c\/p\u003e","products":[{"product_id":"doing-anthropology-in-consumer-research-by-patricia-l-sunderland-9781598740912","title":"Doing Anthropology in Consumer Research","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eDoing Anthropology in Consumer Research\u003c\/em\u003e is the essential guide to the theory and practice of conducting ethnographic research in consumer environments.\u003c\/p\u003e\n\n\u003cp\u003ePatricia Sunderland and Rita Denny argue that, while the recent explosion in the use of “ethnography” in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularisation too often results in shallow understandings of culture, divorcing ethnography from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis.\u003c\/p\u003e\n\n\u003cp\u003eThe engrossing text draws on decades of the authors’ own eclectic research—from coffee in Bangkok and boredom in New Zealand to computing in the United States—using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography.\u003c\/p\u003e\n\n\u003cp\u003eFive provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work.\u003c\/p\u003e\n\n\u003cp\u003eIn addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47605607039212,"sku":"9781598740912","price":93.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781598740912-doing-anthropology-in-consumer-research.jpg?v=1778135034"}],"url":"https:\/\/bookhero.co.nz\/collections\/patricia-l-sunderland.oembed","provider":"Book Hero","version":"1.0","type":"link"}