Table Of ContentHANDBOOK 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
