Table Of Content

HANDBOOK OF QUALITATIVE RESEARCH METHODS IN MARKETING Handbook of Qualitative Research Methods in Marketing Edited by Russell W. Belk Kraft Foods Canada Chair of Marketing,Schulich School of Business, York University,Toronto,Canada Edward Elgar Cheltenham,UK • Northampton,MA,USA © Russell W.Belk,2006 All rights reserved.No part of this publication may be reproduced,stored in a retrieval system or transmitted in any form or by any means,electronic,mechanical or photocopying,recording,or otherwise without the prior permission of the publisher. Published by Edward Elgar Publishing Limited Glensanda House Montpellier Parade Cheltenham Glos GL50 1UA UK Edward Elgar Publishing,Inc. William Pratt House 9 Dewey Court Northampton Massachusetts 01060 USA A catalogue record for this book is available from the British Library Library ofCongress Cataloguing in Publication Data Handbook of qualitative research methods in marketing/[edited by] Russell W.Belk. p. cm. Includes bibliographical references and index. 1.Marketing research—Methodology. 2.Consumers— Research—Methodology. 3.Qualitative research—Methodology. I.Belk,Russell W. HF5415.2.H288 2006 658.8’3—dc22 2006004283 ISBN-13:978 1 84542 100 7 (cased) ISBN-10:1 84542 100 0 (cased) Printed and bound in Great Britain by MPG Books Ltd,Bodmin,Cornwall 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 JeffB.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 v vi Contents 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 Contents vii PART VII APPLICATIONS 29. 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 Contributors EricArnould,ProfessorofRetailingandConsumerSciences,UniversityofArizona,USA Shalini Bahl,Assistant Professor,David Eccles School of Business,University of Utah, USA Stacey Menzel Baker,Associate Professor of Marketing and Governor Geringer Scholar, Department of Management and Marketing, College of Business Administration, University of Wyoming,USA Russell W.Belk,Kraft Foods Canada Chair of Marketing,Schulich School of Business, York University,Canada Anders Bengtsson, Department of Marketing, Sawyer Business School, Suffolk University,USA Stephen Brown, School of Marketing, Entrepreneurship and Strategy, University of Ulster,UK Miriam Catterall,The Queen’s University of Belfast,UK Julien Cayla,Australian Graduate School of Management,Sydney,Australia Jason Chambers,University of Illinois,USA Manli Chen,PhD Candidate,Marketing,Rensselaer Polytechnic Institute,USA Suraj Commuri, Assistant Professor, Department of Marketing, University of Missouri–Columbia,USA Daniel Thomas Cook,Department of Advertising,University of Illinois,USA June Cotte,Assistant Professor of Marketing,The Ivey School of Business,University of Western Ontario,Canada Robin A.Coulter,Marketing Department,University of Connecticut,USA Fabien Faurholt Csaba,Copenhagen Business School,Denmark Andrea Davies,Senior Lecturer in Marketing,University of Leicester,UK Rita M.Denny,Practica Group,LLC,USA Jonathan Deschenes,Concordia University,Canada Jeffrey F.Durgee,Associate Dean for Academic Affairs,Associate Professor,Marketing, Rensselaer Polytechnic Institute,USA Karin M. Ekström, Associate Professor and Director, Center for Consumer Science, School of Business,Economics and Law,Göteborg University,Sweden Richard Elliott,Professor ofMarketing,School ofManagement,University ofBath,UK ix