MKTG 7890 - Fieldschool in Marketing

This course involves several in-class meetings, a fieldschool of several days' duration, and an individual or joint research project based on the fieldwork. Students will study and gain hands-on experience in ethnographic methods, including participant-observation, unobtrusive observation, collection of visual data, informal interviewing and structured interviewing, memoiring and keeping journals and fieldnotes. Based on the research projects, students may also conduct intercept studies and assess secondary data. During and after the fieldschool phase, students will engage in peer debriefing sessions and will consider issues of reliability and validity in ethnographic studies.