Link to the ebook : http://ezproxy.univ-catholille.fr/login?url=https://www.vleb...

eISBN : 9781847204127

Contents : Contents

Part 1. History and scope
1. History of qualitative research methods in marketing

Part 2. Paradigmatic perspectives
2. Breaking new ground: developing grounded theories in marketing and consumer behavior
3. The semiotic paradigm on meaning in the marketplace
4. Rethinking the critical imagination

Part 3. Research contexts
5. Qualitative research in advertising : twenty years in revolution
6. Qualitative historical research in marketing
7. Researching the cultures of brands
8. Researching brands ethnographically: an interpretive community approach
9. Making contexts matter: selecting research contexts for theoretical insights

Part 4. Data collection methods
10. Netnography 2.0
11. Let's pretend: projective methods reconsidered
12. Stories: how they are used and produced in market(ing) research
13. The extended case method in consumer research
14. Unpacking the many faces of introspective consciousness: a metacognitive poststructuralist exercise
15. Mixed methods in interpretive research: an application to the study of the self concept
16. The Monticello correction: consumption in history
17. Using video-elicitation to research sensitive topics: understanding the purchase process following natural disaster
18. Using oral history methods in consumer research
19. Focus groups in marketing research
20. Fielding ethnographic teams: strategy, implementation and evaluation

Part 5. Data analysis methods
21. Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research
22. Metaphors, needs and new product ideation
23. Critical visual analysis
24. Framing the research and avoiding harm: representing the vulnerability of consumers

Part 6. Presenting qualitative research
25. Camcorder society: quality videography in consumer and marketing research
26. Writing it up, writing it down: being reflexive in accounts of consumer behavior
27. Reporting ethnographic research: bringing segments to life through movie making and metaphor
28. Entering entertainment: creating consumer documentaries for corporate clients

Part 7. Applications
29. Capturing time
30. Consumption experiences as escape: an application of the Zaltman Metaphor Elicitation Technique
31. Romancing the gene: making myth from ‘hard science'
32. Pushing the boundaries of ethnography in the practice of market research
33. Autobiography
34. The consumption of stories
35. Discerning marketers' meanings: depth interviews with sales executives
36. Photo essays and the mining of minutiae in consumer research: 'bout the time I got to Phoenix

Part 8. Special issues
37. The emergence of multi-sited ethnography in anthropology and marketing
38. Doing research on sensitive topics: studying covered Turkish women
39. Grasping the global: multi-sited ethnographic market studies
40. In pursuit of the ‘inside view': training the research gaze on advertising and market practitioners
41. Researching ethnicity and consumption
42. The etiquette of qualitative research

Language : English

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Edhec Lille