Handbook of qualitative research methods in marketing

Pt. I: History and scope

History of qualitative research methods in marketing / Sidney J. Levy

Pt. II: Paradigmatic perspectives

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

Pt. III: Research contexts

Qualitative research in advertising: twenty years in revolution / Linda 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 and research contexts for theoretical insight / Eric Arnould, Linda Price and Risto Moisio

Pt. IV: Data collection methods

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 Ooal history methods in consumer research / Richard Elliott and Andrea Davies

Focus groups in marketing research / Miriam Catterall and Pauline Maclaren

Fielding ethnographic teams: strategy, implementation, and evaluation / John F. Sherry, Jr.

Pt. V: Data analysis methods

Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research / Lisa Penaloza 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

Pt. VI: Presenting qualitative research

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, John F. Sherry Jr., Gabriele Troilo, and Jonathan Deschenes

Reading ethnographic research/bringing segments to life through movie making and metaphor / Diane M. Martin, John W. Schouten and James H. McAlexander

Entering entertainment: creatin consumer documentaries for corporate clients / Patricia L. Sunderland

Pt. VII: Applications

Capturing time: stretching the boundaries of ethnography in the practice of marketing research / Cele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri

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

Stretching 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

Pt. VIII: Special issues

The emergence of multi-sited ethnography in anthropology and marketing / Karin M. Ekstrom

Doing research on sensitive topics: studying covered Turkish women / Guliz Ger and Ozlem Sandikci

Grasping the global: multi-sited ethnographic market studies / Dannie Kjeldgaard, Fabien Faurholt Scaba and Guliz Ger

In pursuit of the 'inside view' : training the gaze on advertising and market practitioners / Daniel Thomas Cook

Research ethnicity and consumption / Lisa Penaloza

The etiquette of qualitative research / Julie Ruth and Cele C. Otnes.