ISBN:
9781847204127
Language:
English
Pages:
1 Online-Ressource (xi, 595 p)
,
ill
Series Statement:
Edward Elgar E-Book Archive
Parallel Title:
Available in another form
Parallel Title:
Erscheint auch als Handbook of qualitative research methods in marketing
DDC:
658.8/3
Keywords:
Marketing
;
Qualitative Methode
;
Marketingtheorie
;
Qualitative research Methodology
;
Consumers Research
;
Methodology
;
Marketing research Methodology
;
Electronic books
;
Qualitative Methode
;
Marketingforschung
;
Qualitative Methode
;
Verbraucherforschung
Abstract:
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
Note:
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
,
Reading 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 marketing 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 gaze on advertising and market practitioners
,
Research ethnicity and consumption
,
The etiquette of qualitative research
DOI:
10.4337/9781847204127
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
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