Handbook of qualitative research methods in marketing

Medientyp: E-Book

Titel: Handbook of qualitative research methods in marketing

Enthält: History of qualitative research methods in marketing / Sidney J. Levy
Breaking new ground : developing grounded theories in marketing and consumer behavior / Eileen Fischer and Cele C. Otnes
The semiotic paradigm on meaning in the marketplace / David Glen Mick and Laura R. Oswald
Rethinking the critical imagination / Jeff B. Murray and Julie L. Ozanne
Qualitative research in advertising : twenty years in revolution / Linda M. Scott
Qualitative historical research in marketing / Terrence H. Witkowski and D.G. Brian Jones
Researching the cultures of brands / Anders Bengtsson and Jacob Ostberg
Researching brands ethnographically : an interpretive community approach / Steven M. Kates
Making contexts matter : selecting research contexts for theoretical insights / Eric Arnould, Linda Price and Risto Moisio
Netnography 2.0 / Robert V. Kozinets
Let's pretend : projective methods reconsidered / Dennis W. Rook
Stories : how they are used and produced in market(ing) research / Gillian C. Hopkinson and Margaret K. Hogg
The extended case method in consumer research / Steven M. Kates
Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise / Stephen J. Gould
Mixed methods in interpretive research : an application to the study of the self concept / Shalini Bahl and George R. Milne
The Monticello correction : consumption in history / Linda M. Scott, Jason Chambers and Katherine Sredl
Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster / Shay Sayre
Using oral history methods in consumer research / Richard Elliott and Andrea Davies
Focus groups in marketing research / Miriam Catterall and Pauline Maclaran
Fielding ethnographic teams : strategy, implementation, and evaluation / John F. Sherry
Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research / Lisa Peñaloza and Julien Cayla
Metaphors, needs and new product ideation / Jeffrey F. Durgee and Manli Chen
Critical visual analysis / Jonathan E. Schroeder
Framing the research and avoiding harm : representing the vulnerability of consumers / Stacey Menzel Baker and James W. Gentry
Camcorder society : quality videography in consumer and marketing research / Robert V. Kozinets and Russell W. Belk
Writing it up, writing it down : being reflexive in accounts of consumer behavior / Annamma Joy ... [et al.]
Reading ethnographic research : bringing segments to life through movie making and metaphor / Diane M. Martin, John W. Schouten and James H. McAlexander
Entering entertainment : creating consumer documentaries for corporate clients / Patricia L. Sunderland
Capturing time / Cele C. Otnes ... [et al.]
Consumption experiences as escape : an application of the Zaltman metaphor elicitation technique / Robin A. Coulter
Romancing the gene : making myth from 'hard science' / Elizabeth C. Hirschman and Donald Panther-Yates
Pushing the boundaries of ethnography in the practice of marketing research / Rita M. Denny
Autobiography / Stephen Brown
The consumption of stories / Sidney J. Levy
Discerning marketers' meanings : depth interviews with sales executives / June Cotte and Geoffrey Kistruck
Photo essays and the mining of minutiae in consumer research : 'bout the time I got to Phoenix / Morris B. Holbrook
The emergence of multi-sited ethnography in anthropology and marketing / Karin M. Ekström
Doing research on sensitive topics : studying covered Turkish women / Güliz Ger and Özlem Sandikci
Grasping the global : multi-sited ethnographic market studies / Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger
In pursuit of the 'inside view' : training the gaze on advertising and market practitioners / Daniel Thomas Cook
Research ethnicity and consumption / Lisa Peñaloza
The etiquette of qualitative research / Julie A. Ruth and Cele C. Otnes.

Beteiligte: Belk, Russell W. [Sonstige Person, Familie und Körperschaft]

Körperschaft: Edward Elgar Publishing

Erschienen: Cheltenham; Northampton, Mass: Edward Elgar, 2006

Umfang: 1 Online-Ressource (xi, 595 p); ill

Sprache: Englisch

DOI: 10.4337/9781847204127

ISBN: 9781847204127

Identifikator:

RVK-Notation: QP 611 : Marktforschung

Schlagwörter: Qualitative Methode > Marketingforschung
Qualitative Methode > Verbraucherforschung

Entstehung:

Anmerkungen: Includes bibliographical references and index

Beschreibung: 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

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