Front cover image for Handbook of qualitative research methods in marketing

Handbook of qualitative research methods in marketing

This work offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. It begins with a history of qualitative methods in marketing by Sidney Levy and continues with discussions of current thought and practice
eBook, English, ©2006
Edward Elgar, Cheltenham, UK, ©2006
Reference works
1 online resource (xi, 595 pages) : illustrations
9781847204127, 9781845421007, 9786612533716, 1847204120, 1845421000, 6612533714
123911931
Contents:PART I: HISTORY AND SCOPE1. History of Qualitative Research Methods in Marketing Sidney J. Levy PART II: PARADIGMATIC PERSPECTIVES2. Breaking New Ground: Developing Grounded Theories in Marketing and Consumer BehaviorEileen Fischer and Cele C. Otnes 3. The Semiotic Paradigm on Meaning in the MarketplaceDavid Glen Mick and Laura R. Oswald 4. Rethinking the Critical Imagination Jeff B. Murray and Julie L. OzannePART III: RESEARCH CONTEXTS5. Qualitative Research in Advertising: Twenty Years in RevolutionLinda M. Scott 6. Qualitative Historical Research in MarketingTerrence H. Witkowski and D.G. Brian Jones7. Researching the Cultures of Brands Anders Bengtsson and Jacob Ostberg 8. Researching Brands Ethnographically: An Interpretive Community ApproachSteven M. Kates 9. Making Contexts Matter: Selecting Research Contexts for Theoretical InsightsEric Arnould, Linda Price and Risto MoisioPART IV: DATA COLLECTION METHODS10. Netnography 2.0Robert V. Kozinets 11. Let’s Pretend: Projective Methods ReconsideredDennis W. Rook 12. Stories: How they are Used and Produced in Market(ing) ResearchGillian C. Hopkinson and Margaret K. Hogg 13.The Extended Case Method in Consumer ResearchSteven M. Kates 14. Unpacking the Many Faces of Introspective Consciousness: A Metacognitive–Poststructuralist ExerciseStephen J. Gould 15. Mixed Methods in Interpretive Research: An Application to the Study of the Self ConceptShalini Bahl and George R. Milne16. The Monticello Correction: Consumption in History Linda M. Scott, Jason Chambers and Katherine Sredl17. Using Video-Elicitation to Research Sensitive Topics: Understanding the Purchase Process Following Natural DisasterShay Sayre 18. Using Oral History Methods in Consumer Research Richard Elliott and Andrea Davies 19. Focus Groups in Marketing Research Miriam Catterall and Pauline Maclaren 20. Fielding Ethnographic Teams: Strategy, Implementation and EvaluationJohn F. SherryPART V: DATA ANALYSIS METHODS21. Writing Pictures/Taking Fieldnotes: Towards a More Visual and Material Ethnographic Consumer ResearchLisa Peñaloza and Julien Cayla 22. Metaphors, Needs and New Product IdeationJeffrey F. Durgee and Manli Chen23. Critical Visual Analysis Jonathan E. Schroeder 24. Framing the Research and Avoiding Harm: Representing the Vulnerability of Consumers Stacey Menzel Baker and James W. Gentry PART VI: PRESENTING QUALITATIVE RESEARCH25. Camcorder Society: Quality Videography in Consumer and Marketing ResearchRobert V. Kozinets and Russell W. Belk26. Writing it Up, Writing it Down: Being Reflexive in Accounts of Consumer BehaviorAnnamma Joy, John F. Sherry, Gabriele Troilo and Jonathan Deschenes 27. Reading Ethnographic Research: Bringing Segments to Life Through Movie Making and MetaphorDiane M. Martin, John W. Schouten and James H. McAlexander 28. Entering Entertainment: Creating Consumer Documentaries for Corporate ClientsPatricia L. Sunderland PART VII: APPLICATIONS29. Capturing TimeCele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri 30. Consumption Experiences as Escape: An Application of the Zaltman Metaphor Elicitation TechniqueRobin A. Coulter 31. Romancing the Gene: Making Myth From ‘Hard Science’Elizabeth C. Hirschman and Donald Panther-Yates32. Pushing the Boundaries of Ethnography in the Practice of Marketing ResearchRita M. Denny 33. Autobiography Stephen Brown 34. The Consumption of Stories Sidney J. Levy 35. Discerning Marketers’ Meanings: Depth Interviews with Sales ExecutivesJune Cotte and Geoffrey Kistruck36. Photo Essays and the Mining of Minutiae in Consumer Research: ’Bout the Time I got to PhoenixMorris B. Holbrook PART VIII: SPECIAL ISSUES37. The Emergence of Multi-Sited Ethnography in Anthropology and MarketingKarin M. Ekström 38. Doing Research on Sensitive Topics: Studying Covered Turkish WomenGüliz Ger and Özlem Sandikci 39. Grasping the Global: Multi-sited Ethnographic Market Studies Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger 40. In Pursuit of the ‘Inside View’: Training the Research Gaze on Advertising and Market Practitioners Daniel Thomas Cook 41. Research Ethnicity and Consumption Lisa Peñaloza 42. The Etiquette of Qualitative Research Julie A. Ruth and Cele C. Otnes Index