Session Outline 会议大纲

• Learn how to explore consumer environments
  了解如何探索消费者环境
• The use of ethnography in examining consumer environments
  使用民族志研究消费者环境
• The use of sensory ethnography in consumer environments
  感官民族志在消费者环境中的应用
  

  

What is ethnography? 什么是民族志？

• From anthropology 来自人类学
• The ethnographer is interested in understanding and describing a social and cultural scene from the emic or insider’s perspective. The ethnographer is both storyteller and scientist; the closer the readers of an ethnography come to understanding the native’s point of view, the better the story and the better the science. The SAGE Encyclopedia of Qualitative Research Methods
  民族志学家有兴趣从主位或内部人士的角度理解和描述社会和文化场景。民族志学者既是讲故事的人，又是科学家。民族志的读者越接近理解当地人的观点，故事就越好，科学也越好。 SAGE 定性研究方法百科全书
  

  

• “It entails the study of behaviour in natural settings, “getting the seat of your pants dirty…in the real world, not in the library” (Fielding, 1993, p 157)” (Elliott and JankelElliott, 2003, p 216). - It is immersive!
  “它需要研究自然环境中的行为，“在现实世界中，而不是在图书馆里，让你的裤子屁股变脏”（Fielding，1993，第 157 页）”（Elliott 和 JankelElliott，2003 年，第 216 页）。 - 令人身临其境！