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Qualitative Marktforschung pp 93–109Cite as

Ethnomethodologie

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Zusammenfassung

Die Ethnomethodologie hat in den Lehr- und Handbüchern der Qualitativen Sozialforschung eine prominente Stellung inne. Es handelt sich hierbei allerdings nicht einfach um eine Methode, die man – wie etwa Interviews oder Fokus-Gruppen – zur Datengewinnung auch in der Marktforschung einsetzen könnte, sondern es geht um einen eigenständigen soziologischen Forschungsansatz. Ziel der Ethnomethodologie ist es, das „Sense-making“ von AkteurInnen in ihren alltäglichen Situationen bis in die subtilsten Details zu untersuchen. Dazu hat sie eine Reihe verschiedener Verfahrensweisen entwickelt, die alle auf anspruchsvollen theoretischen und methodologischen Prämissen beruhen und daher nicht einfach zu erlernen und anzuwenden sind.

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Authors
  1. Thomas S. Eberle
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Editor information

Editors and Affiliations

  1. Institut für Handel und Marketing , der Wirtschaftsuniversität Wien, Wien

    Renate Buber (lehrt und forscht) (lehrt und forscht)

  2. Universität Dortmund, Dortmund

    Hartmut H. Holzmüller (Inhaber des Lehrstuhls für Marketing) (Inhaber des Lehrstuhls für Marketing)

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Eberle, T.S. (2009). Ethnomethodologie. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_6

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