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Handbook of Qualitative Research Methods in Marketing
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.
More Information
Critical Acclaim
Contributors
Contents
More Information
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.
• 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.
Critical Acclaim
‘A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research.’
– Global Business Review
‘Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended.
– S.D. Clark, Choice
– Global Business Review
‘Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended.
– S.D. Clark, Choice
Contributors
Contributors: E. Arnould, S. Bahl, S.M. Baker, R.W. Belk, A. Bengtsson, S. Brown, M. Catterall, J. Cayla, J. Chambers, M. Chen, S. Commuri, D.T. Cook, J. Cotte, R.A. Coulter, F.F. Csaba, A. Davies, R.M. Denny, J. Deschenes, J.F. Durgee, K.M. Ekström, R. Elliott, E. Fischer, J.W. Gentry, G. Ger, S.J. Gould, E.C. Hirschman, M.K. Hogg, M.B. Holbrook, G.C. Hopkinson, D.G.B. Jones, A. Joy, S.M. Kates, G. Kistruck, D. Kjeldgaard, R.V. Kozinets, S.J. Levy, T.M. Lowrey, P. Maclaren, D.M. Martin, J.H. McAlexander, D.G. Mick, G.R. Milne, R. Moisio, J.B. Murray, J. Ostberg, L.R. Oswald, C.C. Otnes, J.L. Ozanne, D. Panther-Yates, L. Peñaloza, L. Price, D.W. Rook, J.A. Ruth, Ö. Sandikci, S. Sayre, J.W. Schouten, L.M. Scott, J.E. Schroeder, J.F. Sherry, K. Sredl, P.L. Sunderland, G. Troilo, T.H. Witkowski
Contents
Contents:
PART I: HISTORY AND SCOPE
1. History of Qualitative Research Methods in Marketing
Sidney J. Levy
PART II: PARADIGMATIC PERSPECTIVES
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
PART III: RESEARCH CONTEXTS
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
PART IV: DATA COLLECTION METHODS
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
PART V: DATA ANALYSIS METHODS
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
PART VI: PRESENTING QUALITATIVE RESEARCH
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
PART VII: APPLICATIONS
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
PART VIII: SPECIAL ISSUES
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
Index
PART I: HISTORY AND SCOPE
1. History of Qualitative Research Methods in Marketing
Sidney J. Levy
PART II: PARADIGMATIC PERSPECTIVES
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
PART III: RESEARCH CONTEXTS
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
PART IV: DATA COLLECTION METHODS
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
PART V: DATA ANALYSIS METHODS
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
PART VI: PRESENTING QUALITATIVE RESEARCH
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
PART VII: APPLICATIONS
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
PART VIII: SPECIAL ISSUES
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
Index
