Handbook of qualitative research methods in marketing

1 Online-Ressource (554 pages)

Includes bibliographical references and index

Contents: Introduction -- Part I. Getting started -- 1. From a blank piece of paper: Starting a research project / Tonya Williams Bradford and Mary C. Gilly -- 2. Making contexts matter: Selecting research contexts for theoretical insights and substantive importance / Linda L. Price, Risto Moisio and Eric Arnould -- 3. Understanding inclusive research in marketing: Empowering participant voices / Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross -- 4. Fielding ethnographic teams: Strategy, implementation, evaluation and prospects / John F. Sherry, Jr -- 5. Representing consumer vulnerability through art forms / Hilary Downey and Pilar Rojas-Gaviria -- 6. Conducting research at times and places in crisis / Stacey Menzel Baker and Courtney Nations Azzari -- 7. Reflections on template creep and replicability concerns in contemporary qualitative research / Eileen Fischer and Pierre-Yann Dolbec -- Part II. Paradigmatic perspectives -- 8. Thoughts on theory: Post-qualitative research and the possibility of new theorising / Victoria Rodner -- 9. Rethinking the critical imagination: Thinking, doing and connecting / Jeff B. Murray and Rafaela Canova Davide -- 10. Critical visual analysis: Advertising, branding and identity / Jonathan Schroeder and Mark Buschgens -- 11. Researching technological posthuman futures with thought experiments / Vitor Lima -- 12. Reflexivity in the social sciences: What it is and why it matters / Annamma Joy, Pilar Rojas-Gaviria and Camilo Peña-Moreno -- 13. Understanding consumer behavior in the metaverse / Haiyang Yang and Amitava Chattopadhyay -- 14. Working with relational (material-semiotic) theories / Domen Bajde, Mikkel Nøjgaard and Anna Schneider-Kamp -- 15. The warp, weft and wherefore of qualitative feminist research in marketing / Lorna Stevens -- Part III. Methods -- 16. Qualitative historical research methods in marketing / Eminegül Karababa -- 17. Researching AI chatbots, platforms and the metaverse: Understanding today's netnography / Robert V. Kozinets -- 18. Conducting consumer interviews online and offline / Adèle Gruen and Laetitia Mimoun -- 19. Collective close reading (ccr) as a method for interpreting cultural text / Cele Otnes, Pauline Maclaran and Robin Canniford -- 20. Autoethnography: Steering away from too much about introspection / Hela Zouaoui -- 21. Projective techniques and use of visual images in a digital world / Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten -- 22. A metaphoric analysis using the zaltman metaphor elicitation technique: Consumption experience as escape / Robin Coulter -- 23. Inductive observation: A situational method under constraints / Dominique Desjeux -- 24. Using diaries as qualitative data / Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage -- 25. Ethnomethodology and the study of markets / Hope Jensen Schau and Melissa Archpru Akaka -- 26. Building marketing theory using archival data: Understanding alternative approaches / Eileen Fischer and Marie-Agnès Parmentier -- 27. Metaphors in automated text analysis / Ignacio Luri -- Part IV. Applications -- 28. Qualitative advertising research / Michelle R. Nelson and Kirby Cook -- 29. Researching the cultural roles of brands / Jacob Östberg and Benjamin Hartmann -- 30. Qualitative research methods in services: Looking back, critically within and a trajectory forward / Anders Gustafsson and Jared Offei Lartey -- 31. Artificial intelligence and qualitative research / Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim -- 32. Discerning meanings: Depth interviews with sales executives / June Cotte and Geoffrey Kistruck -- 33. Pushing the boundaries of ethnographic practice in business / Rita Denny -- Part V. Tactics -- 34. Smartphone society: The role of consumer video in an age of ubiquitous platforms and devices / Robert Kozinets and Russell Belk -- 35. Flexible fieldnoting for contemporary consumer culture research / Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto -- 36. Multisited ethnography / Karin M. Ekström -- 37. Qualitative data software for coding / Marian Makkar and Ashleigh Powell -- 38. Telling stories with textual and visual analyses / Melissa Archpru Akaka and Hope Jensen Schau -- 39. Making context matter even more: Tools for leveraging contexts for insights / Linda L. Price, Risto Moisio and Eric J. Arnould -- 40. Ethics and care in qualitative research / Kathy Hamilton, Maria Piacentini and Emma Banister -- 41. Write on / Stephen Brown.

10.4337/9781035302727 [DOI]

ECONIS - Online Catalogue of the ZBW