Defining the Boundaries
Let’s say you come across several media articles on the growing demand for financial services in various Asian countries, and your interest is piqued. You do a scholarly search and you get too many hits; besides none of them look very anthropological. So you decide to specify your interest a bit more: are you going to look at the rise of mortgage brokerages? Investment advisors? No, it’s hard to see what the cultural angle would be. You decide that life insurance might be a better prospect, figuring that people new to the practice might have mixed feelings about essentially making a bet with a company about how soon they might die. Going back to Google and Google Scholar, you get more promising results: you find media stories about a life insurance ad campaign in India and about the increasing tendency of Indonesian pilgrims going on Haj to take out insurance policies. Google Scholar provides a number of references to articles in business journals (which may or may not be helpful), as well as a couple in of articles in anthropology journals. Bingo! You may have found a viable topic.