Handbook of Qualitative Research Methods in Marketing

Front Matter
Copyright
Contents
Contributors
Introduction
PART I GETTING STARTED
1. From a blank piece of paper: starting a research project
2. Making contexts matter: selecting research contexts for theoretical insights and substantive importance
3. Understanding inclusive research in marketing: empowering participant voices
4. Fielding ethnographic teams: strategy, implementation, evaluation and prospects
5. Representing consumer vulnerability through art forms
6. Conducting research at times and places in crisis
7. Reflections on template creep and replicability concerns in contemporary qualitative research
PART II PARADIGMATIC PERSPECTIVES
8. Thoughts on theory: post-qualitative research and the possibility of new theorising
9. Rethinking the critical imagination: thinking, doing and connecting
10. Critical visual analysis: advertising, branding and identity
11. Researching technological posthuman futures with thought experiments
12. Reflexivity in the social sciences: what it is and why it matters
13. Understanding consumer behavior in the metaverse
14. Working with relational (material-semiotic) theories
15. The warp, weft and wherefore of qualitative feminist research in marketing
PART III METHODS
16. Qualitative historical research methods in marketing
17. Researching AI chatbots, platforms and the metaverse: understanding today’s netnography
18. Conducting consumer interviews online and offline
19. Collective close reading (CCR) as a method for interpreting cultural text
20. Autoethnography: steering away from too much about introspection
21. Projective techniques and use of visual images in a digital world
22. A metaphoric analysis using the Zaltman metaphor elicitation technique: consumption experience as escape
23. Inductive observation: a situational method under constraints
24. Using diaries as qualitative data
25. Ethnomethodology and the study of markets
26. Building marketing theory using archival data: understanding alternative approaches
27. Metaphors in automated text analysis
PART IV APPLICATIONS
28. Qualitative advertising research
29. Researching the cultural roles of brands
30. Qualitative research methods in services: looking back, critically within and a trajectory forward
31. Artificial intelligence and qualitative research
32. Discerning meanings: depth interviews with sales executives
33. Pushing the boundaries of ethnographic practice in business
PART V TACTICS
34. Smartphone society: the role of consumer video in an age of ubiquitous platforms and devices
35. Flexible fieldnoting for contemporary consumer culture research
36. Multisited ethnography
37. Qualitative data software for coding
38. Telling stories with textual and visual analyses
39. Making context matter even more: tools for leveraging contexts for insights
40. Ethics and care in qualitative research
41. Write on
Index