Sách Handbook of Qualitative Research Methods in Marketing (Elgar Original Reference) Paperback Russell W

Book Description

Publication Date: May 30, 2008 | ISBN-10: 1847209580 | ISBN-13: 978-1847209580
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 netnograph
* 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.

Editorial Reviews

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

'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

About the Author

Edited by Russell W. Belk, Kraft Foods Canada Chair of Marketing, Schulich School of Business, York University, Toronto, Canada


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[TD="class: bucket"]Product Details

Paperback: 595 pages
Publisher: Edward Elgar Publishing (May 30, 2008)
Language: English
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Contents

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[TD="class: toc_entry"]1 History of qualitative research methods in marketing[/TD]
[TD="class: toc_number, align: right"]3[/TD]
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[TD="class: toc_entry"]PART II PARADIGMATIC PERSPECTIVES[/TD]
[TD="class: toc_number, align: right"]17[/TD]
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[TD="class: toc_entry"]developing grounded theories in marketing and consumer behavior[/TD]
[TD="class: toc_number, align: right"]19[/TD]
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[TD="class: toc_entry"]3 The semiotic paradigm on meaning in the marketplace[/TD]
[TD="class: toc_number, align: right"]31[/TD]
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[TD="class: toc_entry"]4 Rethinking the critical imagination[/TD]
[TD="class: toc_number, align: right"]46[/TD]
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[TD="class: toc_entry"]PART III RESEARCH CONTEXTS[/TD]
[TD="class: toc_number, align: right"]57[/TD]
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[TD="class: toc_entry"]twenty years in revolution[/TD]
[TD="class: toc_number, align: right"]59[/TD]
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[TD="class: toc_entry"]6 Qualitative historical research in marketing[/TD]
[TD="class: toc_number, align: right"]70[/TD]
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7 Researching the cultures of brands83

an interpretive community approach94

selecting research contexts for theoretical insights106

PART IV DATA COLLECTION METHODS127

10 Netnography 20129

projective methods reconsidered143

how they are used and produced in marketing research156

13 The extended case method in consumer research175

a metacognitivepoststructuralist exercise186

an application to the study of the self concept198

consumption in history219

understanding the purchase process following natural disaster230

18 Using oral history methods in consumer research244

19 Focus groups in marketing research255

strategy implementation and evaluation268

PART V DATA ANALYSIS METHODS277

towards a more visual and material ethnographic consumer research279

22 Metaphors needs and new product ideation291


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[TD="class: toc_entry"]23 Critical visual analysis[/TD]
[TD="class: toc_number, align: right"]303[/TD]
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[TD="class: toc_entry"]representing the vulnerability of consumers[/TD]
[TD="class: toc_number, align: right"]322[/TD]
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[TD="class: toc_entry"]PART VI PRESENTING QUALITATIVE RESEARCH[/TD]
[TD="class: toc_number, align: right"]333[/TD]
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[TD="class: toc_entry"]quality videography in consumer and marketing research[/TD]
[TD="class: toc_number, align: right"]335[/TD]
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[TD="class: toc_entry"]being reflexive in accounts of consumer behavior[/TD]
[TD="class: toc_number, align: right"]345[/TD]
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[TD="class: toc_entry"]bringing segments to life through movie making and metaphor[/TD]
[TD="class: toc_number, align: right"]361[/TD]
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[TD="class: toc_entry"]creating consumer documentaries for corporate clients[/TD]
[TD="class: toc_number, align: right"]371[/TD]
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[TD="class: toc_entry"]PART VII APPLICATIONS[/TD]
[TD="class: toc_number, align: right"]385[/TD]
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[TD="class: toc_entry"]29 Capturing time[/TD]
[TD="class: toc_number, align: right"]387[/TD]
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[TD="class: toc_entry"]an application of the Zaltman Metaphor Elicitation Technique[/TD]
[TD="class: toc_number, align: right"]400[/TD]
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[TD="class: toc_entry"]making myth from hard science[/TD]
[TD="class: toc_number, align: right"]419[/TD]
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[TD="class: toc_entry"]32 Pushing the boundaries of ethnography in the practice of market research[/TD]
[TD="class: toc_number, align: right"]430[/TD]
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[TD="class: toc_entry"]33 Autobiography[/TD]
[TD="class: toc_number, align: right"]440[/TD]
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[TD="class: toc_entry"]34 The consumption of stories[/TD]
[TD="class: toc_number, align: right"]453[/TD]
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[TD="class: toc_entry"]depth interviews with sales executives[/TD]
[TD="class: toc_number, align: right"]465[/TD]
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[TD="class: toc_entry"]bout the time I got to Phoenix[/TD]
[TD="class: toc_number, align: right"]476[/TD]
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[TD="class: toc_entry"]PART VIII SPECIAL ISSUES[/TD]
[TD="class: toc_number, align: right"]495[/TD]
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[TD="class: toc_entry"]37 The emergence of multisited ethnography in anthropology and marketing[/TD]
[TD="class: toc_number, align: right"]497[/TD]
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[TD="class: toc_entry"]studying covered Turkish women[/TD]
[TD="class: toc_number, align: right"]509[/TD]
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[TD="class: toc_entry"]multisited ethnographic market studies[/TD]
[TD="class: toc_number, align: right"]521[/TD]
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[TD="class: toc_entry"]training the research gaze on advertising and market practitioners[/TD]
[TD="class: toc_number, align: right"]534[/TD]
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[TD="class: toc_entry"]41 Researching ethnicity and consumption[/TD]
[TD="class: toc_number, align: right"]547[/TD]
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[TD="class: toc_entry"]42 The etiquette of qualitative research[/TD]
[TD="class: toc_number, align: right"]560[/TD]
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[TD="class: toc_entry"]Index[/TD]
[TD="class: toc_number, align: right"]573[/TD]
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[TD="class: toc_entry"]Copyright[/TD]
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