市场研究计量方法的极好教材。

Russell W. Belk - Handbook of Qualitative Research Methods in Marketing
Edward Elgar Publishing | 2007 | ISBN: 1845421000, 1847209580 | Pages: 595 | PDF | 2.59 MB
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
* special issues such as multi-sited ethnography and research on sensitive topics.
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
Contents
List of contributors ix
PART I HISTORY AND SCOPE
1. History of qualitative research methods in marketing 3
Sidney J. Levy
PART II PARADIGMATIC PERSPECTIVES
2. Breaking new ground: developing grounded theories in marketing and
consumer behavior 19
Eileen Fischer and Cele C. Otnes
3. The semiotic paradigm on meaning in the marketplace 31
David Glen Mick and Laura R. Oswald
4. Rethinking the critical imagination 46
Jeff B. Murray and Julie L. Ozanne
PART III RESEARCH CONTEXTS
5. Qualitative research in advertising: twenty years in revolution 59
Linda M. Scott
6. Qualitative historical research in marketing 70
Terrence H. Witkowski and D.G. Brian Jones
7. Researching the cultures of brands 83
Anders Bengtsson and Jacob Ostberg
8. Researching brands ethnographically: an interpretive community
approach 94
Steven M. Kates
9. Making contexts matter: selecting research contexts for theoretical insights 106
Eric Arnould, Linda Price and Risto Moisio
PART IV DATA COLLECTION METHODS
10. Netnography 2.0 129
Robert V. Kozinets
11. Let’s pretend: projective methods reconsidered 143
Dennis W. Rook
12. Stories: how they are used and produced in market(ing) research 156
Gillian C. Hopkinson and Margaret K. Hogg
13. The extended case method in consumer research 175
Steven M. Kates
14. Unpacking the many faces of introspective consciousness:
a metacognitive–poststructuralist exercise 186
Stephen J. Gould
15. Mixed methods in interpretive research: an application to the study of
the self concept 198
Shalini Bahl and George R. Milne
16. The Monticello correction: consumption in history 219
Linda M. Scott, Jason Chambers and Katherine Sredl
17. Using video-elicitation to research sensitive topics: understanding the
purchase process following natural disaster 230
Shay Sayre
18. Using oral history methods in consumer research 244
Richard Elliott and Andrea Davies
19. Focus groups in marketing research 255
Miriam Catterall and Pauline Maclaran
20. Fielding ethnographic teams: strategy, implementation and evaluation 268
John F. Sherry
PART V DATA ANALYSIS METHODS
21. Writing pictures/taking fieldnotes: towards a more visual and
material ethnographic consumer research 279
Lisa Peñaloza and Julien Cayla
22. Metaphors, needs and new product ideation 291
Jeffrey F. Durgee and Manli Chen
23. Critical visual analysis 303
Jonathan E. Schroeder
24. Framing the research and avoiding harm: representing the vulnerability
of consumers 322
Stacey Menzel Baker and James W. Gentry
PART VI PRESENTING QUALITATIVE RESEARCH
25. Camcorder society: quality videography in consumer and
marketing research 335
Robert V. Kozinets and Russell W. Belk
26. Writing it up, writing it down: being reflexive in accounts of
consumer behavior 345
Annamma Joy, John F. Sherry, Gabriele Troilo and Jonathan Deschenes
27. Reporting ethnographic research: bringing segments to life through
movie making and metaphor 361
Diane M. Martin, John W. Schouten and James H. McAlexander
28. Entering entertainment: creating consumer documentaries for
corporate clients 371
Patricia L. Sunderland
Capturing time 387
Cele C. Otnes, Julie A. Ruth, Tina M. Lowrey and Suraj Commuri
30. Consumption experiences as escape: an application of the Zaltman
Metaphor Elicitation Technique 400
Robin A. Coulter
31. Romancing the gene: making myth from ‘hard science’ 419
Elizabeth C. Hirschman and Donald Panther-Yates
32. Pushing the boundaries of ethnography in the practice of market research 430
Rita M. Denny
33. Autobiography 440
Stephen Brown
34. The consumption of stories 453
Sidney J. Levy
35. Discerning marketers’ meanings: depth interviews with sales executives 465
June Cotte and Geoffrey Kistruck
36. Photo essays and the mining of minutiae in consumer
research: ’bout the time I got to Phoenix 476
Morris B. Holbrook
PART VIII SPECIAL ISSUES
37. The emergence of multi-sited ethnography in anthropology and marketing 497
Karin M. Ekström
38. Doing research on sensitive topics: studying covered Turkish women 509
Güliz Ger and Özlem Sandikci
39. Grasping the global: multi-sited ethnographic market studies 521
Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger
40. In pursuit of the ‘inside view’: training the research gaze on
advertising and market practitioners 534
Daniel Thomas Cook
41. Researching ethnicity and consumption 547
Lisa Peñaloza
42. The etiquette of qualitative research 560
Julie A. Ruth and Cele C. Otnes
Index 573