Visual ethnography: Achieving rigorous and authentic interpretations

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Title Visual ethnography: Achieving rigorous and authentic interpretations
Author Schembri, Sharon; Boyle, Maree Veronica
Journal Name Journal of Business Research
Year Published 2013
Place of publication United States
Publisher Elsevier
Abstract Visual methods have a long history in ethnographic research and ethnographic methods are increasingly used to gain a depth of insight and understanding not achievable with traditional marketing research approaches. As a rigorous and valid research method, visual ethnography enables documentation of marketing and consumption as social and cultural phenomenon. Visual text collected through the process of cultural immersion serves as an effective and credible research tool in the quest to collect and analyze empirical evidence as well as disseminate research findings. As a case application, this paper builds on the ethnographic investigation of Schembri (2009).
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 66
Issue Number 9
Page from 1251
Page to 1254
ISSN 0148-2963
Date Accessioned 2012-07-15
Language en_US
Research Centre Centre for Work, Organisation and Wellbeing
Faculty Griffith Business School
Subject Commerce, Management, Tourism and Services
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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