Handbook of Qualitative Research Methods in Marketing
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in:
- research paradigms such as grounded theory and semiotics
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
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Here we consider the process of research reporting as itself a form of storytelling . In a reflexive turn we therefore scrutinize our own story as presented in this chapter , and we discuss what criteria might be applied to evaluate the ...
Exercise 4a Researcher objectivity versus subjectivity Consider the idea that , when you hypothesize something , you are being subjective ; that is , you already have an idea of what you are looking for and shade things accordingly .
As you experiment with these introspective exercises , consider what they mean for our understanding of both consumer behavior and research . How much can we say we understand what consumers and researchers are doing or think they are ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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