Handbook of Qualitative Research Methods in Marketing

الغلاف الأمامي
Russell W. Belk
Edward Elgar Publishing, 2007 - 608 من الصفحات
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

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المحتوى

23 Critical visual analysis
303
representing the vulnerability of consumers
322
PART VI PRESENTING QUALITATIVE RESEARCH
333
quality videography in consumer and marketing research
335
being reflexive in accounts of consumer behavior
345
bringing segments to life through movie making and metaphor
361
creating consumer documentaries for corporate clients
371
PART VII APPLICATIONS
385

7 Researching the cultures of brands
83
an interpretive community approach
94
selecting research contexts for theoretical insights
106
PART IV DATA COLLECTION METHODS
127
10 Netnography 20
129
projective methods reconsidered
143
how they are used and produced in marketing research
156
13 The extended case method in consumer research
175
a metacognitivepoststructuralist exercise
186
an application to the study of the self concept
198
consumption in history
219
understanding the purchase process following natural disaster
230
18 Using oral history methods in consumer research
244
19 Focus groups in marketing research
255
strategy implementation and evaluation
268
PART V DATA ANALYSIS METHODS
277
towards a more visual and material ethnographic consumer research
279
22 Metaphors needs and new product ideation
291
29 Capturing time
387
an application of the Zaltman Metaphor Elicitation Technique
400
making myth from hard science
419
32 Pushing the boundaries of ethnography in the practice of market research
430
33 Autobiography
440
34 The consumption of stories
453
depth interviews with sales executives
465
bout the time I got to Phoenix
476
PART VIII SPECIAL ISSUES
495
37 The emergence of multisited ethnography in anthropology and marketing
497
studying covered Turkish women
509
multisited ethnographic market studies
521
training the research gaze on advertising and market practitioners
534
41 Researching ethnicity and consumption
547
42 The etiquette of qualitative research
560
Index
573
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مقاطع مشهورة

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.

نبذة عن المؤلف (2007)

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

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