UID:
kobvindex_INTNLM010887954
Format:
1 online resource (xi, 595 p)
,
ill
ISBN:
9781847204127
Series Statement:
Edward Elgar E-Book Archive
Content:
History of qualitative research methods in marketing /Sidney J. Levy --Breaking new ground : developing grounded theories in marketing and consumer behavior /Eileen Fischer and Cele C. Otnes --The semiotic paradigm on meaning in the marketplace /David Glen Mick and Laura R. Oswald --Rethinking the critical imagination /Jeff B. Murray and Julie L. Ozanne --Qualitative research in advertising : twenty years in revolution /Linda M. Scott --Qualitative historical research in marketing /Terrence H. Witkowski and D.G. Brian Jones --Researching the cultures of brands /Anders Bengtsson and Jacob Ostberg --Researching brands ethnographically : an interpretive community approach /Steven M. Kates --Making contexts matter : selecting research contexts for theoretical insights /Eric Arnould, Linda Price and Risto Moisio --Netnography 2.0 /Robert V. Kozinets --Let's pretend : projective methods reconsidered /Dennis W. Rook --Stories : how they are used and produced in market(ing) research /Gillian C. Hopkinson and Margaret K. Hogg --The extended case method in consumer research /Steven M. Kates --Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise /Stephen J. Gould --Mixed methods in interpretive research : an application to the study of the self concept /Shalini Bahl and George R. Milne --The Monticello correction : consumption in history /Linda M. Scott, Jason Chambers and Katherine Sredl --Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster /Shay Sayre --Using oral history methods in consumer research /Richard Elliott and Andrea Davies --Focus groups in marketing research /Miriam Catterall and Pauline Maclaran --Fielding ethnographic teams : strategy, implementation, and evaluation /John F. Sherry --Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research /Lisa Pe{tilde}naloza and Julien Cayla --Metaphors, needs and new product ideation /Jeffrey F. Durgee and Manli Chen --Critical visual analysis /Jonathan E. Schroeder --Framing the research and avoiding harm : representing the vulnerability of consumers /Stacey Menzel Baker and James W. Gentry --Camcorder society : quality videography in consumer and marketing research /Robert V. Kozinets and Russell W. Belk --Writing it up, writing it down : being reflexive in accounts of consumer behavior /Annamma Joy ... [and others] --Reading ethnographic research : bringing segments to life through movie making and metaphor /Diane M. Martin, John W. Schouten and James H. McAlexander --Entering entertainment : creating consumer documentaries for corporate clients /Patricia L. Sunderland --Capturing time /Cele C. Otnes ... [and others] --Consumption experiences as escape : an application of the Zaltman metaphor elicitation technique /Robin A. Coulter --Romancing the gene : making myth from 'hard science' /Elizabeth C. Hirschman and Donald Panther-Yates --Pushing the boundaries of ethnography in the practice of marketing research /Rita M. Denny --Autobiography /Stephen Brown --The consumption of stories /Sidney J. Levy --Discerning marketers' meanings : depth interviews with sales executives /June Cotte and Geoffrey Kistruck --Photo essays and the mining of minutiae in consumer research : 'bout the time I got to Phoenix /Morris B. Holbrook --The emergence of multi-sited ethnography in anthropology and marketing /Karin M. Ekstr{uml}om --Doing research on sensitive topics : studying covered Turkish women /G{uml}uliz Ger and {uml}Ozlem Sandikci --Grasping the global : multi-sited ethnographic market studies /Dannie Kjeldgaard, Fabien Faurholt Csaba and G{uml}uliz Ger --In pursuit of the 'inside view' : training the gaze on advertising and market practitioners /Daniel Thomas Cook --Research ethnicity and consumption /Lisa Pe{tilde}naloza --The etiquette of qualitative research /Julie A. Ruth and Cele C. Otnes
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:
Includes bibliographical references and index
Additional Edition:
Available in another form ISBN 1845421000(hardcover)
Additional Edition:
ISBN 9781845421007(hardback)
Additional Edition:
ISBN 9781847209580(pbk.)
Additional Edition:
ISBN 1845421000
Additional Edition:
ISBN 9781845421007
Additional Edition:
ISBN 9781847209580
Language:
English
DOI:
10.4337/9781847204127
URL:
FULL
((Currently Only Available on Campus))
