Learning from pop culture

Article Abstract:

Telethnography is an emerging market research method that examines individuals and groups within the context of television. A survey of cell phone users is conducted to establish the validity and utility of telethography.

User survey/user study, User surveys

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Leveling the field

Article Abstract:

Ethnographic research has emerged as a powerful tool in marketing. Four rules for conducting ethnographic research qualitatively are discussed.

Methods

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Better than sex

Article Abstract:

The demographic variance among traditional and non-traditional males and females is examined from the proposed gender scale.

Canada, Market segmentation, Gender studies

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