TY  - BOOK
AU  - Belk,Russell W.
TI  - Handbook of qualitative research methods in marketing
SN  - 1845421000
AV  - HF5415.2 .H288 2006
U1  - 658.83 22
PY  - 2006///]
CY  - Cheltenham, U.K., Northampton, Mass.
PB  - Edward Elgar
KW  - Marketing research
KW  - Methodology
KW  - Handbooks, manuals, etc
KW  - Consumers
KW  - Research
KW  - Qualitative research
N1  - 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
N2  - 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
ER  -