August 02, 2012

When reading Japanese customer research consider the tactics required to see the behaviour

Book: Japanese Culture


"By far the best overall coverage of Japanese cultural history-- cogent, intelligent, readable,"

" Ethnography requires tactics for representing research findings. These representations should aim to unravel the layered meanings that marketing activities hold for the customer" 

Source: Goulding. C. (2004) Grounded theory, ethnography and phenomenology, 
European Journal of Marketing, 
Volume 39, pp 294-308.

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