Pub. Date:
Elgar, Edward Publishing, Inc.
Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing

by Russell W. Belk
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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.

Product Details

ISBN-13: 9781847209580
Publisher: Elgar, Edward Publishing, Inc.
Publication date: 05/28/2008
Series: Elgar Original Reference Series
Edition description: New Edition
Pages: 608
Product dimensions: 6.60(w) x 9.60(h) x 1.40(d)

About the Author

Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

Table of Contents



1. History of Qualitative Research Methods in Marketing

Sidney J. Levy


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


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


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


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


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


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


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


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