Publications

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• The Language of Branding: Theory, Strategies, and Tactics

  By Dawn Lerman, Robert J. Morais, David Luna

• Ethics in the Anthropology of Business: Explorations in Theory, Practice, and Pedagogy

  Edited by Timothy de Waal Malefyt and Robert J. Morais

• Advertising and Anthropology:
  Ethnographic Practice and Cultural Perspectives

  By Timothy de Waal Malefyt and Robert J. Morais

• Refocusing Focus Groups: A Practical Guide

  By Robert J. Morais

• Standards of Practice for Ethnography in Industry

  By Allen W. Batteau and Robert J. Morais

• Advertising Anthropology by Robert J. Morais, initially published as a contribution to The Wharton Future of Advertising Program's Advertising 2020 Project.

• What Business Anthropology Is, with a contribution by
  Robert J. Morais

• The Anthropology of Mad Men and Women
  

  By Robert J. Morais

• Seven Habits of Highly Effective Moderators [PDF]

  By Robert K. Schnee

• It's Not 'Art', But Marketing Research Can Be Creative [PDF]

  By Cynthia Weinman

• Behind the Looking Glass: Making Focus Groups More Effective [PDF]

  By Robert J. Morais and Robert K. Schnee

• Six Ways to Do It Better with Qualitative Research [PDF]

  By Robert K. Schnee

• Bringing an Anthropological Perspective to Focus Groups [PDF]

  By Robert J. Morais

• Refocusing Focus Groups - Article [PDF]

  By Robert J. Morais

• Spanning the Irrational Divide [PDF]

  By Robert J. Morais

• Business Ethnography and the Discipline of Anthropology [PDF]

  By Robert J. Morais

• Interactional Physician-Patient Research: A Path to Better Medical and Marketing Outcomes [PDF]

  By Robert J. Morais and Janet Barnhart

• The Need for Quality Assurance in Profession-Based Targeted Panels [PDF]

  By Chris Szczepanski

• Ad Recall Trends: Over, Under, Sideways, Down? [PDF]

  By Robert J. Morais

• It's Time to Connect with Baby Boomers [PDF]

  By Robert J. Morais

• X-Groups: Truth or Dare in Focus Groups [PDF]

  By Robert J. Morais

• Getting More Golden Eggs Without Killing the Goose [PDF]

  By Robert J. Morais (with Cara Woodland and Arnold Spector)

• What Are They Really Saying? [PDF]

  By Robert J. Morais

• What Boomer Generation? [PDF]

  By Robert J. Morais (with Debra Goodman)

• Bringing Account Planning to Direct-to-Consumer Pharmaceutical Advertising [PDF]

  By Robert J. Morais

• The End of Focus Groups [PDF]

  By Robert J. Morais

• Analytical Ideation: Power Brainstorming [PDF]

  By Robert J. Morais

• Mastering the Basics: 10 Steps to DTC. [PDF]

  By Robert J. Morais

• Direct-to-Consumer Advertising: Strong Medicine for the '90's [PDF]

  By Robert J. Morais (with Robert C. Brandt)

• Reaching Asian-Americans Not a One-Dimension Task [PDF]

  By Robert J. Morais

Scholarly Articles (References by request)

• In Pursuit of Strategy: Anthropologists in Advertising

• Conflict and Confluence in Advertising Meetings

• Creativity, Brands, and the Ritual Process: Confrontation and Resolution in Advertising Agencies

• How Anthropologists Can Succeed in Business: Mediating Multiple Worlds of Inquiry

• Ethics in Business Anthropology: Crossing Boundaries