“El traje nuevo del empresario”: el uso de la etnografía en la investigación de mercados
In the last ten years, ethnography has consolidated itself as a central service in the portfolio of many market research companies in Colombia that offer their clients consumer ethnographies. The objective of this article is to describe and analyze how market research professionals understand and us...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de los Andes (Bogotá)
2020-01-01
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| Series: | Antípoda: Revista de Antropología y Arqueología |
| Subjects: | |
| Online Access: | https://revistas.uniandes.edu.co/doi/full/10.7440/antipoda38.2020.03 |