Handbook of Qualitative Research Methods in Marketing by Russell W. Belk (Englis

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Presents a history of qualitative methods in marketing. This book discusses practice in: research paradigms such as grounded theory and semiotics; research contexts such as advertising and brands; data collection methods such as projectives and netnograph; and, data analysis methods such as metaphoric and visual analyses.

FORMATPaperback LANGUAGEEnglish CONDITIONBrand New Publisher Description

The Handbook of Qualitative Research Methods in Marketing< >research paradigms such as grounded theory and semiotics research contexts such as advertising and brandsdata collection methods such as projectives and netnographydata analysis methods such as metaphoric and visual analysespresentation topics such as videography and reflexivityapplications such as ZMET applied to Broadway plays and depth interviews with executivesspecial issues such as multi-sited ethnography and research on sensitive topics.Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Author Biography

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

Table of Contents

Contents:PART I: HISTORY AND SCOPE1. History of Qualitative Research Methods in MarketingSidney J. LevyPART II: PARADIGMATIC PERSPECTIVES2. Breaking New Ground: Developing Grounded Theories in Marketing and Consumer BehaviorEileen Fischer and Cele C. Otnes3. The Semiotic Paradigm on Meaning in the MarketplaceDavid Glen Mick and Laura R. Oswald4. Rethinking the Critical ImaginationJeff B. Murray and Julie L. OzannePART III: RESEARCH CONTEXTS5. Qualitative Research in Advertising: Twenty Years in RevolutionLinda M. Scott6. Qualitative Historical Research in MarketingTerrence H. Witkowski and D.G. Brian Jones7. Researching the Cultures of BrandsAnders Bengtsson and Jacob Ostberg8. Researching Brands Ethnographically: An Interpretive Community ApproachSteven M. Kates9. Making Contexts Matter: Selecting Research Contexts for Theoretical InsightsEric Arnould, Linda Price and Risto MoisioPART IV: DATA COLLECTION METHODS10. Netnography 2.0Robert V. Kozinets11. Let's Pretend: Projective Methods ReconsideredDennis W. Rook12. Stories: How they are Used and Produced in Market(ing) ResearchGillian C. Hopkinson and Margaret K. Hogg13.The Extended Case Method in Consumer ResearchSteven M. Kates14. Unpacking the Many Faces of Introspective Consciousness: A Metacognitive–Poststructuralist ExerciseStephen J. Gould15. Mixed Methods in Interpretive Research: An Application to the Study of the Self ConceptShalini Bahl and George R. Milne16. The Monticello Correction: Consumption in HistoryLinda M. Scott, Jason Chambers and Katherine Sredl17. Using Video-Elicitation to Research Sensitive Topics: Understanding the Purchase Process Following Natural DisasterShay Sayre18. Using Oral History Methods in Consumer Research Richard Elliott and Andrea Davies19. Focus Groups in Marketing ResearchMiriam Catterall and Pauline Maclaren20. 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 Cayla22. Metaphors, Needs and New Product IdeationJeffrey F. Durgee and Manli Chen23. Critical Visual AnalysisJonathan E. Schroeder24. Framing the Research and Avoiding Harm: Representing the Vulnerability of ConsumersStacey Menzel Baker and James W. GentryPART 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 Deschenes27. Reading Ethnographic Research: Bringing Segments to Life Through Movie Making and MetaphorDiane M. Martin, John W. Schouten and James H. McAlexander28. Entering Entertainment: Creating Consumer Documentaries for Corporate ClientsPatricia L. SunderlandPART VII: APPLICATIONS29. Capturing TimeCele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri30. Consumption Experiences as Escape: An Application of the Zaltman Metaphor Elicitation TechniqueRobin A. Coulter31. 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. Denny33. AutobiographyStephen Brown34. The Consumption of StoriesSidney J. Levy35. 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. HolbrookPART VIII: SPECIAL ISSUES37. The Emergence of Multi-Sited Ethnography in Anthropology and MarketingKarin M. Ekström38. Doing Research on Sensitive Topics: Studying Covered Turkish WomenGüliz Ger and Özlem Sandikci39. Grasping the Global: Multi-sited Ethnographic Market Studies Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger40. In Pursuit of the 'Inside View': Training the Research Gaze on Advertising and Market PractitionersDaniel Thomas Cook41. Research Ethnicity and ConsumptionLisa Peñaloza42. The Etiquette of Qualitative ResearchJulie A. Ruth and Cele C. OtnesIndex

Review

'Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe... This extremely informative volume spans the full array of qualitative research areas... Highly recommended.- S.D. Clark, Choice

Review Quote

'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 as well as practising professionals looking for innovative approaches to research.'

Details ISBN1847209580 Pages 608 Publisher Edward Elgar Publishing Ltd Year 2008 ISBN-10 1847209580 ISBN-13 9781847209580 Format Paperback Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom Edited by Russell W. Belk Illustrations Illustrations Author Russell W. Belk DEWEY 658.8 Series Research Handbooks in Business and Management series Language English Media Book DOI 10.1604/9781847209580 UK Release Date 2008-03-31 Publication Date 2008-03-31 AU Release Date 2008-03-31 NZ Release Date 2008-03-31 Audience Professional & Vocational We've got this

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