Handbook of qualitative research methods in marketing
"This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was publi...
| Other Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Northampton
Edward Elgar Publishing
2024, 2024
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| Edition: | Second edition |
| Series: | Research handbooks in business and management
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| Subjects: | |
| Online Access: | |
| Collection: | Edward Elgar eBooks Collection Business & Economics - Collection details see MPG.ReNa |
Table of Contents:
- 8. Thoughts on theory: Post-qualitative research and the possibility of new theorising / Victoria Rodner
- 9. Rethinking the critical imagination: Thinking, doing and connecting / Jeff B. Murray and Rafaela Canova Davide
- 10. Critical visual analysis: Advertising, branding and identity / Jonathan Schroeder and Mark Buschgens
- 11. Researching technological posthuman futures with thought experiments / Vitor Lima
- 12. Reflexivity in the social sciences: What it is and why it matters / Annamma Joy, Pilar Rojas-Gaviria and Camilo Peña-Moreno
- 13. Understanding consumer behavior in the metaverse / Haiyang Yang and Amitava Chattopadhyay
- 14. Working with relational (material-semiotic) theories / Domen Bajde, Mikkel Nøjgaard and Anna Schneider-Kamp
- 15. The warp, weft and wherefore of qualitative feminist research in marketing / Lorna Stevens
- Part III. Methods
- 16. Qualitative historical research methods in marketing / Eminegül Karababa
- Contents: Introduction
- Part I. Getting started
- 1. From a blank piece of paper: Starting a research project / Tonya Williams Bradford and Mary C. Gilly
- 2. Making contexts matter: Selecting research contexts for theoretical insights and substantive importance / Linda L. Price, Risto Moisio and Eric Arnould
- 3. Understanding inclusive research in marketing: Empowering participant voices / Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross
- 4. Fielding ethnographic teams: Strategy, implementation, evaluation and prospects / John F. Sherry, Jr
- 5. Representing consumer vulnerability through art forms / Hilary Downey and Pilar Rojas-Gaviria
- 6. Conducting research at times and places in crisis / Stacey Menzel Baker and Courtney Nations Azzari
- 7. Reflections on template creep and replicability concerns in contemporary qualitative research / Eileen Fischer and Pierre-Yann Dolbec
- Part II. Paradigmatic perspectives
- 17. Researching AI chatbots, platforms and the metaverse: Understanding today's netnography / Robert V. Kozinets
- 18. Conducting consumer interviews online and offline / Adèle Gruen and Laetitia Mimoun
- 19. Collective close reading (ccr) as a method for interpreting cultural text / Cele Otnes, Pauline Maclaran and Robin Canniford
- 20. Autoethnography: Steering away from too much about introspection / Hela Zouaoui
- 21. Projective techniques and use of visual images in a digital world / Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten
- 22. A metaphoric analysis using the zaltman metaphor elicitation technique: Consumption experience as escape / Robin Coulter
- 23. Inductive observation: A situational method under constraints / Dominique Desjeux
- 24. Using diaries as qualitative data / Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage
- 25. Ethnomethodology and the study of markets / Hope Jensen Schau and Melissa Archpru Akaka
- 26. Building marketing theory using archival data: Understanding alternative approaches / Eileen Fischer and Marie-Agnès Parmentier
- 27. Metaphors in automated text analysis / Ignacio Luri
- Part IV. Applications
- 28. Qualitative advertising research / Michelle R. Nelson and Kirby Cook
- 29. Researching the cultural roles of brands / Jacob Östberg and Benjamin Hartmann
- 30. Qualitative research methods in services: Looking back, critically within and a trajectory forward / Anders Gustafsson and Jared Offei Lartey
- 31. Artificial intelligence and qualitative research / Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim
- 32. Discerning meanings: Depth interviews with sales executives / June Cotte and Geoffrey Kistruck
- 33. Pushing the boundaries of ethnographic practice in business / Rita Denny
- Part V. Tactics
- 34. Smartphone society: The role of consumer video in an age of ubiquitous platforms and devices / Robert Kozinets and Russell Belk
- Includes bibliographical references and index
- 35. Flexible fieldnoting for contemporary consumer culture research / Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto
- 36. Multisited ethnography / Karin M. Ekström
- 37. Qualitative data software for coding / Marian Makkar and Ashleigh Powell
- 38. Telling stories with textual and visual analyses / Melissa Archpru Akaka and Hope Jensen Schau
- 39. Making context matter even more: Tools for leveraging contexts for insights / Linda L. Price, Risto Moisio and Eric J. Arnould
- 40. Ethics and care in qualitative research / Kathy Hamilton, Maria Piacentini and Emma Banister
- 41. Write on / Stephen Brown