History of qualitative research methods in marketing / Breaking new ground : developing grounded theories in marketing and consumer behavior / The semiotic paradigm on meaning in the marketplace / Rethinking the critical imagination / Qualitative research in advertising : twenty years in revolution / Qualitative historical research in marketing / Researching the cultures of brands / Researching brands ethnographically : an interpretive community approach / Making contexts matter : selecting research contexts for theoretical insights / Netnography 2.0 / Let's pretend : projective methods reconsidered / Stories : how they are used and produced in market(ing) research / The extended case method in consumer research / Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise / Mixed methods in interpretive research : an application to the study of the self concept / The Monticello correction : consumption in history / Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster / Using oral history methods in consumer research / Focus groups in marketing research / Fielding ethnographic teams : strategy, implementation, and evaluation / Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research / Metaphors, needs and new product ideation / Critical visual analysis / Framing the research and avoiding harm : representing the vulnerability of consumers / Camcorder society : quality videography in consumer and marketing research / Writing it up, writing it down : being reflexive in accounts of consumer behavior / Reading ethnographic research : bringing segments to life through movie making and metaphor / Entering entertainment : creating consumer documentaries for corporate clients / Capturing time / Consumption experiences as escape : an application of the Zaltman metaphor elicitation technique / Romancing the gene : making myth from 'hard science' / Pushing the boundaries of ethnography in the practice of marketing research / Autobiography / The consumption of stories / Discerning marketers' meanings : depth interviews with sales executives / Photo essays and the mining of minutiae in consumer research : 'bout the time I got to Phoenix / The emergence of multi-sited ethnography in anthropology and marketing / Doing research on sensitive topics : studying covered Turkish women / Grasping the global : multi-sited ethnographic market studies / In pursuit of the 'inside view' : training the gaze on advertising and market practitioners / Research ethnicity and consumption / The etiquette of qualitative research