Biblioteca Digital de Vanguardia“Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies
Ethnography has been the subject of multiple approaches both at the level of its theoretical understanding and its practical implementation; authors of different disciplines —since the 19th century— have tried to demarcate their limits in conceptual, methodological and political terms. An ethnograph...
| Autores principales: | , |
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| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | Español |
| Publicado: |
Instituto de Altos Estudios Sociales
2020
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| Materias: | |
| Acceso en línea: | http://revistasacademicas.unsam.edu.ar/index.php/etnocontemp/article/view/523 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/25110 |
| _version_ | 1782336023099867136 |
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| author | González Vélez, César García González, David Fernando |
| author_facet | González Vélez, César García González, David Fernando |
| author_sort | González Vélez, César |
| collection | Repositorio |
| description | Ethnography has been the subject of multiple approaches both at the level of its theoretical understanding and its practical implementation; authors of different disciplines —since the 19th century— have tried to demarcate their limits in conceptual, methodological and political terms. An ethnographic contemporary issue has developed in the marketing field. This article presents an overview of the use of the ethnographic methods in marketing research, a context in which ethnography is offered as a service
for industries. Hence, we analyzed 47 portfolios of companies that make consumer ethnographies as a strategic tool for business development. The findings presented are part of the research project: “Business ethnographies, the integration of the ethnographic method in market research”. |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO25110 |
| institution | CLACSO, Repositorio Digital |
| language | Español |
| publishDate | 2020 |
| publisher | Instituto de Altos Estudios Sociales |
| record_format | greenstone |
| spelling | clacso-CLACSO251102022-03-15T19:49:52Z “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies "Se ofrecen servicios etnograficos": Un mapa de la etnografía como práctica de cons- trucción de conocimiento y valor en las empresas de investigación de mercados González Vélez, César García González, David Fernando etnografía marketing consumo mercado Colombia ethnography consumption marketing Colombia Ethnography has been the subject of multiple approaches both at the level of its theoretical understanding and its practical implementation; authors of different disciplines —since the 19th century— have tried to demarcate their limits in conceptual, methodological and political terms. An ethnographic contemporary issue has developed in the marketing field. This article presents an overview of the use of the ethnographic methods in marketing research, a context in which ethnography is offered as a service for industries. Hence, we analyzed 47 portfolios of companies that make consumer ethnographies as a strategic tool for business development. The findings presented are part of the research project: “Business ethnographies, the integration of the ethnographic method in market research”. La etnografía ha sido objeto de múltiples aproximaciones tanto a nivel de su comprensión teórica como de su implementación práctica; autores de diferentes disciplinas —desde el siglo XIX — han intentado demarcar sus límites en términos conceptuales, metodológicos y políticos. Una de las apuestas etnográficas contemporáneas se ha gestado al interior del marketing. Este artículo muestra un panorama sobre el uso del método etnográfico en la investigación de mercados, contexto en el que la etnografía se ofrece como un servicio para las empresas. Para ello, se analizaron 47 portafolios empresariales que hacen etnografías de consumo como herramienta estratégica para el desarrollo de negocios. Los hallazgos que presentaremos más adelante son parte de la investigación: “Etnografías empresariales, la integración del método etnográfico en la investigación de mercados”. 2020-08-31 2022-03-15T19:49:52Z 2022-03-15T19:49:52Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion http://revistasacademicas.unsam.edu.ar/index.php/etnocontemp/article/view/523 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/25110 spa http://revistasacademicas.unsam.edu.ar/index.php/etnocontemp/article/view/523/477 application/pdf Instituto de Altos Estudios Sociales Etnografías Contemporáneas; Vol. 6 Núm. 10 (2020): Etnografías Contemporáneas 2451-8050 |
| spellingShingle | etnografía marketing consumo mercado Colombia ethnography consumption marketing Colombia González Vélez, César García González, David Fernando “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title | “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title_full | “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title_fullStr | “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title_full_unstemmed | “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title_short | “Ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| title_sort | “ethnographic services are offered”: a map of ethnography as a practice in the construction of knowledge and value in marketing research companies |
| topic | etnografía marketing consumo mercado Colombia ethnography consumption marketing Colombia |
| url | http://revistasacademicas.unsam.edu.ar/index.php/etnocontemp/article/view/523 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/25110 |