Handbook of qualitative research methods in marketing

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Title:

Author:

Belk, Russell W.

ISBN:

9781847209580

9781845421007

Publication Information:

Cheltenham, UK ; Northampton, MA : Edward Elgar, c2006.

Physical Description:

xi, 595 p. : ill. ; 26 cm.

Contents:

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

Subject Term:

Marketing research -- Methodology.

Consumers -- Research -- Methodology.

Qualitative research -- Methodology.

Added Author:

Belk, Russell W.

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip068/2006004283.html

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025457256	658.83 B432H 2006	1	Searching... Unknown

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Summary

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 Handbookthat will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.