Handbook of Qualitative Research Methods in Marketing (Google eBook)

Front Cover
Russell W. Belk
Edward Elgar Publishing, 2007 - Business & Economics - 608 pages
4 Reviews
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. Global Business 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 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 special 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.
  

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Contents

1 History of qualitative research methods in marketing
3
PART II PARADIGMATIC PERSPECTIVES
17
developing grounded theories in marketing and consumer behavior
19
3 The semiotic paradigm on meaning in the marketplace
31
4 Rethinking the critical imagination
46
PART III RESEARCH CONTEXTS
57
twenty years in revolution
59
6 Qualitative historical research in marketing
70
23 Critical visual analysis
303
representing the vulnerability of consumers
322
PART VI PRESENTING QUALITATIVE RESEARCH
333
quality videography in consumer and marketing research
335
being reflexive in accounts of consumer behavior
345
bringing segments to life through movie making and metaphor
361
creating consumer documentaries for corporate clients
371
PART VII APPLICATIONS
385

7 Researching the cultures of brands
83
an interpretive community approach
94
selecting research contexts for theoretical insights
106
PART IV DATA COLLECTION METHODS
127
10 Netnography 20
129
projective methods reconsidered
143
how they are used and produced in marketing research
156
13 The extended case method in consumer research
175
a metacognitivepoststructuralist exercise
186
an application to the study of the self concept
198
consumption in history
219
understanding the purchase process following natural disaster
230
18 Using oral history methods in consumer research
244
19 Focus groups in marketing research
255
strategy implementation and evaluation
268
PART V DATA ANALYSIS METHODS
277
towards a more visual and material ethnographic consumer research
279
22 Metaphors needs and new product ideation
291
29 Capturing time
387
an application of the Zaltman Metaphor Elicitation Technique
400
making myth from hard science
419
32 Pushing the boundaries of ethnography in the practice of market research
430
33 Autobiography
440
34 The consumption of stories
453
depth interviews with sales executives
465
bout the time I got to Phoenix
476
PART VIII SPECIAL ISSUES
495
37 The emergence of multisited ethnography in anthropology and marketing
497
studying covered Turkish women
509
multisited ethnographic market studies
521
training the research gaze on advertising and market practitioners
534
41 Researching ethnicity and consumption
547
42 The etiquette of qualitative research
560
Index
573
Copyright

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