UID:
almahu_9947914939702882
Format:
1 online resource (xi, 595 p.) :
,
ill.
ISBN:
9781847204127 (e-book)
Content:
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; and special issues such as multi-sited ethnography and research on sensitive topics.
Note:
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 /
Additional Edition:
ISBN 1845421000 (hardcover)
Additional Edition:
ISBN 9781845421007 (hardback)
Additional Edition:
ISBN 9781847209580 (pbk.)
Language:
English
Keywords:
Electronic books.
;
Electronic books.
URL:
http://www.elgaronline.com/view/9781845421007.xml
URL:
http://www.elgaronline.com/view/9781845421007.xml
