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dc.contributor.authorSchembri, Sharonen_US
dc.contributor.authorBoyle, Mareeen_US
dc.date.accessioned2017-04-24T11:42:52Z
dc.date.available2017-04-24T11:42:52Z
dc.date.issued2013en_US
dc.date.modified2014-08-28T22:14:19Z
dc.identifier.issn01482963en_US
dc.identifier.doi10.1016/j.jbusres.2012.02.021en_US
dc.identifier.urihttp://hdl.handle.net/10072/47204
dc.description.abstractVisual 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).en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherElsevieren_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom1251en_US
dc.relation.ispartofpageto1254en_US
dc.relation.ispartofissue9en_US
dc.relation.ispartofjournalJournal of Business Researchen_US
dc.relation.ispartofvolume66en_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchCommerce, Management, Tourism and Services not elsewhere classifieden_US
dc.subject.fieldofresearchcode159999en_US
dc.titleVisual ethnography: Achieving rigorous and authentic interpretationsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2013
gro.hasfulltextNo Full Text


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