The purpose of this research is to evaluate traditional market segmentation variables, as criticism has been directed towards these variables. Based on our problem discussion we find it motivating to undertake investigation in order to understand which connotations an ethnographic approach will provide. Methodology:We have applied an ethnographic approach, which has enabled us to attain under the surface knowledge from our respondents. Theoretical perspective:As we wanted to evaluate existing traditional segmentation variables, we decided to only include theory regarding these variables. Empirical data:In order to collect our data, we observed seven respondents at Ikea and conducted observations and in-depth interviews in their homes.

AbstractTitle: The game of playing: A media ethnographic study of children playing videogames on a Swedish after school recreation centre. Spelet om spelandet: En medieetnografisk studie av barns dataspelande på en fritidsklubb.Number of pages: 46Author: Peter BrandbergTutor: Amelie HössjerPeriod: Spring term 2008Course: Media and Communication studies DUniversity: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/Aim: The aim with this study is to describe how children play video games in an everyday context. In this study this context consists of a Swedish after school recreation centre. By combining three different aspects on the activity this study tries to understand how both the video game and the social and cultural context in which the activity takes place in influences it. This by taking one analyse of the specific game that the children played at the time of the study and how the overall environment is structured into account.

Research shows that Muslims are often reproduced within the context that reinforces stereotyping of Muslims, see for example Otterbeck and Schielke. They are often regarded as a collective group with no distinct individuals and thereby the Islamic religiosity is portrayed as different and deviant from the more secular and private practiced Protestantism that is a common belief in Sweden.The purpose of this work is to study the already existing representation of Muslim women in a Western context, i.e. Muslim women in Sweden. This is done through an analysis of two ethnographic interviews and observational studies, written by researchers in Sweden (Karlsson Minganti and Sultan Sjöqvist) to investigate the existence of an "us and them" mindset. The two Ethnographic studies which are analyzed in this work, deal with different types of Muslims: women who have been Muslims since birth and converted Muslim women.

The purpose behind this study is to explore and explain the role of fear arousal when combined with the concept of customer satisfaction and retention in one marketing strategy. The major theories applied are the concept of fear appeals and the concept of customer satisfaction & customer retention. We chose to conduct our research through an ethnographic case study of KM. We did a qualitative study where we collected 10 interviews and we conducted observations. Our empirical data consists of academic articles from scientific journals, interviews andobservations.

Purpose/Aim: The purpose of this thesis is to study the interaction between seller and buyer in a mobile phone store. The specific research questions under investigation are:Are there any underlying factors behind mobile purchase, and if so, what are they? Are mobile purchases driven by lifestyle factors and do customers try and create identities when purchasing new mobile phones?Material/Method: The study employs an ethnographic method when trying to answer the posed research questions. I have under a period of two weeks studied the seller-buyer interaction in a mobile phone store. In order to further increase the accuracy of my findings, I have complemented my observations with a sample of buyer and seller interviews.Main results: The observations and interviews were initially studied in isolation, resulting in different themes.

The purpose of this article was to examine how students learn to use the Individual Development Plan (IUP) with written assessments as a tool for learning. The study is conducted according to an ethnographic approach. A total of 20 students, aged 13-14 years, participated. The production of data took place through participating observations, field notes and conversations. A qualitative content analysis was used for data analysis.

The basic idea behind an extra year in school was to offer students who have not read nine years in Swedish primary school an opportunity to prepare themselves to pass a high school. This first group that went an extra year in school consisted of eleven students who completed their studies and went on to high school. During the time the group expanded, the school received students from various schools in the same municipality. During the follow-up of these groups could be noted that there were many students who registered, but only few students completed their studies and went on to high school. The purpose of this study was to explore why leadership in the classroom is important for students.

In this essay we study the practice of teaching and learning through aesthetic learning processes in a Waldorf School. Through an ethnographic field study three Waldorf teachers have been interviewed about their views regarding in what ways aesthetic learning processes are present in their teaching and how learning through these processes is being carried out practically. For the study a specific class has been observed during three days in a Waldorf School in Stockholm to examine how the aesthetic learning processes are being performed in practice.Through the study we have reached the conclusion that in this particular Waldorf School teaching is being performed artistically and through aesthetic approaches and perspectives. This way of teaching is being carried out not only in the aesthetic subjects but also in the theoretic. The results of the study show that aesthetic learning processes are present in almost all of the subjects in this Waldorf School..

Uppsats för avläggande av filosofie kandidatexamen iKulturvård, Konservatorprogrammet15 hpInstitutionen för kulturvårdGöteborgs universitet2012:20.

The study sheds light on pupils individual plans of development and portfolios from the perspective of children. It has an ethnographic standpoint. It was carried out on children and pupils in pre-school, pre-school class and third grade. By further investigating how children and pupils use their individual development plans and portfolios, in which settings and to whom they communicate them, this study is able to grasp the discourse that is created around the instrument itself. This study is also interested in and aims to find the theoretical frame, in essence, which envelops both the construction of childhood and children?s own activities within the limitations and opportunities that this structure offers.

PURPOSE: To investigate to what extent product brand positioning models can be used to analyzecorporate brand positioning;METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarilyinductive research design. The research strategy is defined as qualitative, while the method of ethnographiccontent analysis is implemented to analyze primary data;THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;EMPIRICAL DATA: Ethnographic content analysis of brand commercials;CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexistin corporate environments. One of key insights of this study shows that product brand positioning(PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment.Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment.The study also observes that PBP messages include the ?against whom? attribute, highlighting differentiationin the competitive environment; when on the corporate level, this evolves, and in some cases becomes quitethe contrary, when the concept of ?from whom? or ?by whom? is stressed more than the differentiation amongother CBs in the competitive environment. This stresses the importance of including brand identity elementsin CBP..

My big interest in sports was what shaped my choice of subject for the essay. The purpose of this study has been to explore the social meaning of team sports for functionally impaired persons. In order to fulfil the purpose of the essay I formed following questions: How do the actives experience their participation in team sports? And how important is the social intercourse in team sports to the individual welfare? The methods I?ve used have been qualitative with an ethnographic approach. I have used participant observations and field interviews to gather my empirical material.

The purpose of this essay is to illuminate two teachers? communication strategies when dealing with pupils with another first language than Swedish. One of the teachers teaches Swedish as a second language and the other teacher educates one class in most of the subjects such as mathematic, Swedish and social studies. I make an ethnographic study where I make non-participating observations and shorter interviews with the teachers. The observations lie in focus of my study and were made at eight occasions, four lessons with each teacher.My result shows that they have a lot of communication strategies in common, but not all.

Master's thesis, Master of Business Administration program, School of Business ofEconomics at Linnaeus University, Management, Course code, 4FE10EAuthors: Anton Milemo and Christoffer WideénTutor: Magnus ForslundTitle: Focus on employee turnover - an ethnographic study on the insurance companyTrygg-Hansa?s outbound department in VäxjöBackground: The costs of losing employees, recruiting new people, making a selectionof potential employees and training them are all high. The costs often exceed onehundred percent of the annual salary for the otherwise vacant position. In addition to thedirect costs of employee turnover troubles, things such as work confusion, loss oforganizational memory along with strategic skills can arise. The employee turnover rateof Trygg-Hansa?s outbound department in Växjö is too high according to the officemanager.Purpose: Understand the causes of high employee turnover in a Swedish insurancecompany.Methodology: This thesis consists of an ethnographic study of a Swedish insurancecompany.

This thesis aims at studying representatives from three groups in the Egyptian society with an ethnographic method and with regards to their experiences, reflections and stories of the Egyptian revolution. The material of the thesis is based on ethnographic fieldwork and on interviews.The purpose of the study is to explore different themes in the informants? stories related to society, freedom, social justice, human values, peace and civility. The purpose is also to examine the informants' stories with emphasis on various informal learning processes that occurred in the Egyptian social change.The study finds that according to the informants a society should be characterized, among other things, by human values, social justice, non-violence and peaceful methods and approaches. Various informal learning processes involving both individual citizens and active members of civil society and NGO groups were found to be practiced to be able to accomplish these changes in the Egyptian society to create a better future.The degrees of involvement of the various learning processes not only reflect differences between informants regarding the social and cultural background.