Inference and hypothesis in ethnographic studies

This chapter explores the possibility and exigencies of employing hypotheses, or educated guesses, as the basis for ethnographic research design. The authors’ goal is to examine whether using hypotheses might provide a path to resolve some of the challenges to knowledge claims produced by ethnographic studies. Through resolution of the putative division between qualitative and quantitative research traditions , it is argued that hypotheses can serve as inferential warrants in qualitative and ethnographic studies.

Engagement [Reference entry]

Engagement is an important multi-dimensional concept with relevance for corporate reputation and brand management, particularly in focal areas such as corporate social responsibility, stakeholder relations, and issues or crisis management. This entry examines the levels of analysis where engagement occurs, three types of engagement, the different contextual and disciplinary perspectives of engagement, and the implications of engagement for corporate reputation.

Friendship group motives for alcohol consumption: A midstream social marketing approach

Alcohol has been estimated to cost Australia $36 Billion per year, almost double that of all illegal drugs combined. This thesis uncovered seven friendship group-level motives for alcohol consumption, these motives were: Competition, Copying, Commitments, Conformity, Winding down, Play, and Confidence. These motives were then measured and their correlation with self-reported alcohol consumption was assessed. Using these results will allow social marketers to design targeted programmes that achieve meaningful behaviour change that goes beyond merely informing or raising awareness about the dangers of alcohol.