Prior reports on theory and research focusing on describing and explaining national cultural influences on purchase and consumption behavior use a net effects approach (i.e., theory and analysis relying on main and interaction effects via statistical analysis). Theory and research in this...

The long interview is an intensive questioning of informants selected for their special knowledge, experiences and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the informants, including an...

Purpose The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts. Methodology/approach The theoretical perspective guiding the study is phenomenology, and the essay assignment and in-depth interviews were used to collect data....

pt. 1. Introduction, history, and context of qualitative methods -- pt. 2. Innovative research settings -- pt. 3. Innovative research designs -- pt. 4. Unique forms of qualitative data -- pt. 5. Unique data collection methods -- pt. 6. Innovative forms of analysis -- pt. 7. Multimethods...

1. Integrating ethnographic consumer research using facet theory and the mapping sentence / Paul M.W. Hackett -- 2. Ethics in qualitative consumer research / Grant C. Aguirre and Michael R. Hyman -- 3. Recruitment and sampling in consumer research / Kathryn Roulston and Briana Martinez -- 4....

The book is divided into four parts: (1) foundations of qualitative research methods consisting of a chapter summarizing the various qualitative paradigms and a research methods chapter illuminating various design features such as data collection and analysis, qualitative standards and ethics;...

Preface -- Introduction: what is consumer ethnography : the "big E" and "little e" in consumer research? / by Paul M.W. Hackett & Roxana Maiorescu -- Integrating ethnographic consumer research using facet theory and the mapping sentence / Paul M.W. Hackett -- Ethics in qualitative consumer...