Handbook of Qualitative Research Methods in Marketing: (Research Handbooks in Business and Management series)

The Handbook of Qualitative Research Methods in Marketing< > 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.

Table of Contents:
Contents: PART I: HISTORY AND SCOPE 1. History of Qualitative Research Methods in Marketing Sidney J. Levy PART II: PARADIGMATIC PERSPECTIVES 2. Breaking New Ground: Developing Grounded Theories in Marketing and Consumer Behavior Eileen Fischer and Cele C. Otnes 3. The Semiotic Paradigm on Meaning in the Marketplace David Glen Mick and Laura R. Oswald 4. Rethinking the Critical Imagination Jeff B. Murray and Julie L. Ozanne PART III: RESEARCH CONTEXTS 5. Qualitative Research in Advertising: Twenty Years in Revolution Linda M. Scott 6. Qualitative Historical Research in Marketing Terrence H. Witkowski and D.G. Brian Jones 7. Researching the Cultures of Brands Anders Bengtsson and Jacob Ostberg 8. Researching Brands Ethnographically: An Interpretive Community Approach Steven M. Kates 9. Making Contexts Matter: Selecting Research Contexts for Theoretical Insights Eric Arnould, Linda Price and Risto Moisio PART IV: DATA COLLECTION METHODS 10. Netnography 2.0 Robert V. Kozinets 11. Let’s Pretend: Projective Methods Reconsidered Dennis W. Rook 12. Stories: How they are Used and Produced in Market(ing) Research Gillian C. Hopkinson and Margaret K. Hogg 13.The Extended Case Method in Consumer Research Steven M. Kates 14. Unpacking the Many Faces of Introspective Consciousness: A Metacognitive–Poststructuralist Exercise Stephen J. Gould 15. Mixed Methods in Interpretive Research: An Application to the Study of the Self Concept Shalini Bahl and George R. Milne 16. The Monticello Correction: Consumption in History Linda M. Scott, Jason Chambers and Katherine Sredl 17. Using Video-Elicitation to Research Sensitive Topics: Understanding the Purchase Process Following Natural Disaster Shay Sayre 18. Using Oral History Methods in Consumer Research Richard Elliott and Andrea Davies 19. Focus Groups in Marketing Research Miriam Catterall and Pauline Maclaren 20. Fielding Ethnographic Teams: Strategy, Implementation and Evaluation John F. Sherry PART V: DATA ANALYSIS METHODS 21. Writing Pictures/Taking Fieldnotes: Towards a More Visual and Material Ethnographic Consumer Research Lisa Peñaloza and Julien Cayla 22. Metaphors, Needs and New Product Ideation Jeffrey F. Durgee and Manli Chen 23. Critical Visual Analysis Jonathan E. Schroeder 24. Framing the Research and Avoiding Harm: Representing the Vulnerability of Consumers Stacey Menzel Baker and James W. Gentry PART VI: PRESENTING QUALITATIVE RESEARCH 25. Camcorder Society: Quality Videography in Consumer and Marketing Research Robert V. Kozinets and Russell W. Belk 26. Writing it Up, Writing it Down: Being Reflexive in Accounts of Consumer Behavior Annamma Joy, John F. Sherry, Gabriele Troilo and Jonathan Deschenes 27. Reading Ethnographic Research: Bringing Segments to Life Through Movie Making and Metaphor Diane M. Martin, John W. Schouten and James H. McAlexander 28. Entering Entertainment: Creating Consumer Documentaries for Corporate Clients Patricia L. Sunderland PART VII: APPLICATIONS 29. Capturing Time Cele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri 30. Consumption Experiences as Escape: An Application of the Zaltman Metaphor Elicitation Technique Robin A. Coulter 31. Romancing the Gene: Making Myth From ‘Hard Science’ Elizabeth C. Hirschman and Donald Panther-Yates 32. Pushing the Boundaries of Ethnography in the Practice of Marketing Research Rita M. Denny 33. Autobiography Stephen Brown 34. The Consumption of Stories Sidney J. Levy 35. Discerning Marketers’ Meanings: Depth Interviews with Sales Executives June Cotte and Geoffrey Kistruck 36. Photo Essays and the Mining of Minutiae in Consumer Research: ’Bout the Time I got to Phoenix Morris B. Holbrook PART VIII: SPECIAL ISSUES 37. The Emergence of Multi-Sited Ethnography in Anthropology and Marketing Karin M. Ekström 38. Doing Research on Sensitive Topics: Studying Covered Turkish Women Güliz Ger and Özlem Sandikci 39. Grasping the Global: Multi-sited Ethnographic Market Studies Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger 40. In Pursuit of the ‘Inside View’: Training the Research Gaze on Advertising and Market Practitioners Daniel Thomas Cook 41. Research Ethnicity and Consumption Lisa Peñaloza 42. The Etiquette of Qualitative Research Julie A. Ruth and Cele C. Otnes Index

About the Author :
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

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