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Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.