Handbook of qualitative research methods in marketing /
Handbook of qualitative research methods in marketing /
Qualitative research methods in marketing
edited by Russell W. Belk.
- xi, 595 pages : illustrations ; 25 cm
Includes bibliographical references and index.
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 / Reporting 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 market 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 research gaze on advertising and market practitioners / Researching ethnicity and consumption / The etiquette of qualitative research / Sidney J. Levy -- Eileen Fischer and Cele C. Otnes -- David Glen Mick and Laura R. Oswald -- Jeff B. Murray and Julie L. Ozanne -- Linda M. Scott -- Terrence H. Witkowski and D. G. Brian Jones -- Anders Bengtsson and Jacob Ostberg -- Steven M. Kates -- Eric Arnould, Linda Price and Risto Moisio -- Robert V. Kozinets -- Dennis W. Rook -- Gillian C. Hopkinson and Margaret K. Hogg -- Steven M. Kates -- Stephen J. Gould -- Shalini Bahl and George R. Milne -- Linda M. Scott, Jason Chambers and Katherine Sredl -- Shay Sayre -- Richard Elliott and Andrea Davies -- Miriam Catterall and Pauline Maclaran -- John F. Sherry -- Lisa Penaloza and Julien Cayla -- Jeffrey F. Durgee and Manli Chen -- Jonathan E. Schroeder -- Stacey Menzel Baker and James W. Gentry -- Robert V. Kozinets and Russell W. Belk -- Annamma Joy, John F. Sherry Gabriele Troilo and Jonathan Deschenes -- Diane M. Martin, John W. Schouten and James H. McAlexander -- Patricia L. Sunderland -- Cele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri -- Robin A. Coulter -- Elizabeth C. Hirschman and Donald Panther-Yates -- Rita M. Denny -- Stephen Brown -- Sidney J. Levy -- June Cotte and Geoffrey Kistruck -- Morris B. Holbrook -- Karin M. Ekstrom -- Guliz Ger and Ozlem Sandikci -- Dannie Kjeldgaard, Fabian Faurholt Csaba and Guliz Ger -- Daniel Thomas Cook -- Lisa Penaloza -- Julie A. Ruth and Cele C. Otnes. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42.
This work offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. It begins with a history of qualitative methods in marketing by Sidney Levy and continues with discussions of current thought and practice.
1845421000 9781845421007 1847209580 9781847209580
2006004283
Marketing research--Methodology--Handbooks, manuals, etc.
Consumers--Research--Methodology--Handbooks, manuals, etc.
Qualitative research--Methodology--Handbooks, manuals, etc.
HF5415.2 / .H288 2006
658.83
Includes bibliographical references and index.
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 / Reporting 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 market 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 research gaze on advertising and market practitioners / Researching ethnicity and consumption / The etiquette of qualitative research / Sidney J. Levy -- Eileen Fischer and Cele C. Otnes -- David Glen Mick and Laura R. Oswald -- Jeff B. Murray and Julie L. Ozanne -- Linda M. Scott -- Terrence H. Witkowski and D. G. Brian Jones -- Anders Bengtsson and Jacob Ostberg -- Steven M. Kates -- Eric Arnould, Linda Price and Risto Moisio -- Robert V. Kozinets -- Dennis W. Rook -- Gillian C. Hopkinson and Margaret K. Hogg -- Steven M. Kates -- Stephen J. Gould -- Shalini Bahl and George R. Milne -- Linda M. Scott, Jason Chambers and Katherine Sredl -- Shay Sayre -- Richard Elliott and Andrea Davies -- Miriam Catterall and Pauline Maclaran -- John F. Sherry -- Lisa Penaloza and Julien Cayla -- Jeffrey F. Durgee and Manli Chen -- Jonathan E. Schroeder -- Stacey Menzel Baker and James W. Gentry -- Robert V. Kozinets and Russell W. Belk -- Annamma Joy, John F. Sherry Gabriele Troilo and Jonathan Deschenes -- Diane M. Martin, John W. Schouten and James H. McAlexander -- Patricia L. Sunderland -- Cele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri -- Robin A. Coulter -- Elizabeth C. Hirschman and Donald Panther-Yates -- Rita M. Denny -- Stephen Brown -- Sidney J. Levy -- June Cotte and Geoffrey Kistruck -- Morris B. Holbrook -- Karin M. Ekstrom -- Guliz Ger and Ozlem Sandikci -- Dannie Kjeldgaard, Fabian Faurholt Csaba and Guliz Ger -- Daniel Thomas Cook -- Lisa Penaloza -- Julie A. Ruth and Cele C. Otnes. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42.
This work offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. It begins with a history of qualitative methods in marketing by Sidney Levy and continues with discussions of current thought and practice.
1845421000 9781845421007 1847209580 9781847209580
2006004283
Marketing research--Methodology--Handbooks, manuals, etc.
Consumers--Research--Methodology--Handbooks, manuals, etc.
Qualitative research--Methodology--Handbooks, manuals, etc.
HF5415.2 / .H288 2006
658.83