Module Code - Title:

MK6122 - Consumer Ethnography

Year Last Offered:

2014/5

Hours Per Week:

Lecture

3

Lab

0

Tutorial

0

Other

3

Private

9

Credits

9

Grading Type:

N

Prerequisite Modules:

Rationale and Purpose of the Module:

This module is designed to introduce students to the principles and practice of consumer ethnography with a strong emphasis on the practical application of learning.

Syllabus:

Principles of ethnography; ethnographic methods; data recording; types of ethnography; strengths and limitations of ethnography as a form of consumer research; alternative representational strategies in ethnographic work; interpretive strategies appropriate for naturalistic inquiry; live consumer ethnography project.

Learning Outcomes:

Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)

Identify the nature and principles of consumer ethnography and immersion.

Affective (Attitudes and Values)

Demonstrate a practical awareness of the methodologies appropriate to the pursuit of an ethnographic project. Discuss the demands and limitations of consumer ethnography and immersion. Synthesise knowledge from a variety of sources and learning situ

Psychomotor (Physical Skills)

Design and execute a live consumer research project. Design personal learning goals and develop strategies to achieve those goals.

How the Module will be Taught and what will be the Learning Experiences of the Students:

The module will be taught through a combination of interactive lecture sessions, private study, and the design and execution of a live consumer research project. The student experience will be structured largely through engagement in the live project where learning is to be applied in a practical context.

Research Findings Incorporated in to the Syllabus (If Relevant):

Prime Texts:

Mariampolski, H. (2005) Ethnography for Marketers: A Guide to Consumer Immersion , Sage

Other Relevant Texts:

Moisander, J. and M. Valtonen (2006) Qualitative Marketing Research: A Cultural Approach , Sage

Denzin, N. (1997) Interpretive Etnhography: Ethnographic Practices for the 21st Century , Sage

Programme(s) in which this Module is Offered:

Semester(s) Module is Offered:

Module Leader:

maurice.patterson@ul.ie