Handbook of qualitative research methods in marketing / edited by Russell W. Belk.

Includes bibliographical references and index.

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 Maclaran -- 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 Penaloza 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. Reporting 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 market 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. Ekstrom -- 38. Doing research on sensitive topics : studying covered Turkish women / Guliz Ger and Ozlem Sandikci -- 39. Grasping the global : multi-sited ethnographic market studies / Dannie Kjeldgaard, Fabian Faurholt Csaba and Guliz Ger -- 40. In pursuit of the 'inside view' : training the research gaze on advertising and market practitioners / Daniel Thomas Cook -- 41. Researching ethnicity and consumption / Lisa Penaloza -- 42. The etiquette of qualitative research / Julie A. Ruth and Cele C. Otnes.

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.

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