Handbook of qualitative research methods in marketing

edited by Russell W. Belk

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; research contexts such as advertising and brands; data collection methods such as projectives and netnography; data analysis methods such as metaphoric and visual analyses; presentation topics such as videography and reflexivity; applications such as ZMET applied to Broadway plays and depth interviews with executives; and special issues such as multi-sited ethnography and research on sensitive topics

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Year of publication:	2006
Other Persons:	Belk, Russell W. (contributor)
Institutions:	Edward Elgar Publishing (contributor)
Publisher:	Cheltenham : Edward Elgar
Subject:	Marketing \| Qualitative Methode \| Qualitative method \| Marketingtheorie \| Marketing theory \| Marketingforschung \| Verbraucherforschung

Extent:	1 Online-Ressource (xi, 595 p) ill
Series:	Edward Elgar E-Book Archive
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index History of qualitative research methods in marketing / Sidney J. Levy Breaking new ground : developing grounded theories in marketing and consumer behavior / Eileen Fischer and Cele C. Otnes The semiotic paradigm on meaning in the marketplace / David Glen Mick and Laura R. Oswald Rethinking the critical imagination / Jeff B. Murray and Julie L. Ozanne Qualitative research in advertising : twenty years in revolution / Linda M. Scott Qualitative historical research in marketing / Terrence H. Witkowski and D.G. Brian Jones Researching the cultures of brands / Anders Bengtsson and Jacob Ostberg Researching brands ethnographically : an interpretive community approach / Steven M. Kates Making contexts matter : selecting research contexts for theoretical insights / Eric Arnould, Linda Price and Risto Moisio Netnography 2.0 / Robert V. Kozinets Let's pretend : projective methods reconsidered / Dennis W. Rook Stories : how they are used and produced in market(ing) research / Gillian C. Hopkinson and Margaret K. Hogg The extended case method in consumer research / Steven M. Kates Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise / Stephen J. Gould Mixed methods in interpretive research : an application to the study of the self concept / Shalini Bahl and George R. Milne The Monticello correction : consumption in history / Linda M. Scott, Jason Chambers and Katherine Sredl Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster / Shay Sayre Using oral history methods in consumer research / Richard Elliott and Andrea Davies Focus groups in marketing research / Miriam Catterall and Pauline Maclaran Fielding ethnographic teams : strategy, implementation, and evaluation / John F. Sherry Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research / Lisa Peñaloza and Julien Cayla Metaphors, needs and new product ideation / Jeffrey F. Durgee and Manli Chen Critical visual analysis / Jonathan E. Schroeder Framing the research and avoiding harm : representing the vulnerability of consumers / Stacey Menzel Baker and James W. Gentry Camcorder society : quality videography in consumer and marketing research / Robert V. Kozinets and Russell W. Belk Writing it up, writing it down : being reflexive in accounts of consumer behavior / Annamma Joy ... [et al.] Reading ethnographic research : bringing segments to life through movie making and metaphor / Diane M. Martin, John W. Schouten and James H. McAlexander Entering entertainment : creating consumer documentaries for corporate clients / Patricia L. Sunderland Capturing time / Cele C. Otnes ... [et al.] Consumption experiences as escape : an application of the Zaltman metaphor elicitation technique / Robin A. Coulter Romancing the gene : making myth from 'hard science' / Elizabeth C. Hirschman and Donald Panther-Yates Pushing the boundaries of ethnography in the practice of marketing research / Rita M. Denny Autobiography / Stephen Brown The consumption of stories / Sidney J. Levy Discerning marketers' meanings : depth interviews with sales executives / June Cotte and Geoffrey Kistruck Photo essays and the mining of minutiae in consumer research : 'bout the time I got to Phoenix / Morris B. Holbrook The emergence of multi-sited ethnography in anthropology and marketing / Karin M. Ekström Doing research on sensitive topics : studying covered Turkish women / Güliz Ger and Özlem Sandikci Grasping the global : multi-sited ethnographic market studies / Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger In pursuit of the 'inside view' : training the gaze on advertising and market practitioners / Daniel Thomas Cook Research ethnicity and consumption / Lisa Peñaloza The etiquette of qualitative research / Julie A. Ruth and Cele C. Otnes.
ISBN:	978-1-84720-412-7 ; 9781845421007 (hardback) ; 9781847209580 (pbk.) ; 1845421000 (hardcover)
Other identifiers:	10.4337/9781847204127 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011851553