Handbook of Qualitative Research Methods in Marketing
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry
من داخل الكتاب
ما يقوله الناس - كتابة مراجعة
لم نعثر على أي مراجعات في الأماكن المعتادة.
PART III RESEARCH CONTEXTS
twenty years in revolution
6 Qualitative historical research in marketing
23 Critical visual analysis
representing the vulnerability of consumers
PART VI PRESENTING QUALITATIVE RESEARCH
quality videography in consumer and marketing research
being reflexive in accounts of consumer behavior
bringing segments to life through movie making and metaphor
creating consumer documentaries for corporate clients
PART VII APPLICATIONS
7 Researching the cultures of brands
an interpretive community approach
selecting research contexts for theoretical insights
PART IV DATA COLLECTION METHODS
10 Netnography 20
projective methods reconsidered
how they are used and produced in marketing research
13 The extended case method in consumer research
a metacognitivepoststructuralist exercise
an application to the study of the self concept
consumption in history
understanding the purchase process following natural disaster
18 Using oral history methods in consumer research
19 Focus groups in marketing research
strategy implementation and evaluation
PART V DATA ANALYSIS METHODS
towards a more visual and material ethnographic consumer research
22 Metaphors needs and new product ideation
29 Capturing time
an application of the Zaltman Metaphor Elicitation Technique
making myth from hard science
32 Pushing the boundaries of ethnography in the practice of market research
34 The consumption of stories
depth interviews with sales executives
bout the time I got to Phoenix
PART VIII SPECIAL ISSUES
37 The emergence of multisited ethnography in anthropology and marketing
studying covered Turkish women
multisited ethnographic market studies
training the research gaze on advertising and market practitioners
41 Researching ethnicity and consumption
42 The etiquette of qualitative research
طبعات أخرى - عرض جميع المقتطفات
عبارات ومصطلحات مألوفة
advertising aﬀect American analysis anthropology approach Arnould Association for Consumer Belk beneﬁts brand client Cliﬀord concepts construct consumer behavior consumer culture Consumer Research consumption context critical critical theory deﬁned deﬁnition depth interviews diﬀerent diﬃcult discussion eﬀects eﬀorts ethnic ethnography example experience explore ﬁeld ﬁeldwork ﬁlm ﬁnd ﬁndings ﬁrst focus group focused Fournier gender global grounded theory identiﬁed identity images important individual inﬂuence informants insights interaction interpretive communities introspection issues Journal of Consumer Journal of Marketing Kozinets marketing research meaning metaphor Mick multi-sited narrative oﬀer one’s oral history participants perspective photographs postmodern practice projective Psychology Qualitative Market Research qualitative research questions reﬂect reﬂexivity relations relationships representation respondents role Routledge Sage Schouten scientiﬁc semiotic Sherry signiﬁcant social speciﬁc stories strategies sumer symbolic techniques theoretical Thompson Thousand Oaks tion topics understanding University Press videography visual Wallendorf women writing York Zaltman
الصفحة 10 - Properly speaking, a man has as many social selves as there are individuals who recognize him and carry an image of him in their mind.
الصفحة 358 - our' problem is how to have simultaneously an account of radical historical contingency for all knowledge claims and knowing subjects, a critical practice for recognizing our own 'semiotic technologies' for making meanings, and a no-nonsense commitment to faithful accounts of a 'real...
الصفحة 548 - As Roman imperialism laid the foundations of modern civilisation, and led the wild barbarians of these islands along the path of progress, so in Africa to-day we are repaying the debt, and bringing to the dark places of the earth, the abode of barbarism and cruelty, the torch of culture and progress, while ministering to the material needs of our own civilisation.
الصفحة 10 - But as the individuals who carry the images fall naturally into classes, we may practically say that he has as many different social selves as there are distinct groups of persons about whose opinion he cares.
الصفحة 84 - Association (AMA), a brand is defined as a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
الصفحة 279 - It is only by selection, by elimination, by emphasis that we get at the real meaning of things.
الصفحة 15 - Test in culture-personality research— L. RAINWATER The assessment of parental identification — SW GRAY AND R. KLAUS 2. The influence of social context on impulse and control tendencies in preadolescents— GH ZUK Tender-mindedness versus tough-mindedness in psychology : A reexamination — H.