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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Taken together , these broad cultural perspectives inform this chapter by suggesting that we need not only to consider both the cognitive and everyday narrative aspects of introspection , but also that both will be benchmarked against ...
Such an approach at least in part deals with the Nisbett and Wilson issue of whether introspection applies in personal thought process detection , though perhaps they would also argue that any confidence expressed is itself illusory .
At this point it might be useful to consider and define further what I find to be the two major research and also everyday approaches to introspection to illuminate this point . One concerns what I call ' metacognitive introspection ' ...
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History of qualitative research methods in marketing
Rethinking the critical imagination 465
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