Handbook of Qualitative Research Methods in Marketing

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada and Cele Otnes, Professor Emerita of Marketing, Gies College of Business, University of Illinois at Urbana-Champaign, US

Contents

Introduction xxiii
PART I GETTING STARTED
1 From a Blank Piece of Paper: Starting a Research Project 2
Tonya Williams Bradford and Mary C. Gilly
2 Making contexts matter: selecting research contexts for theoretical
insights and substantive importance 12
Linda L. Price, Risto Moisio and Eric Arnould
3 Understanding inclusive research in marketing: empowering participant voices 25
Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross
4 Fielding ethnographic teams: strategy, implementation, evaluation and
prospects 37
John F. Sherry, Jr
5 Representing consumer vulnerability through art forms 49
Hilary Downey and Pilar Rojas-Gaviria
6 Conducting Research at Times and Places in Crisis 58
Stacey Menzel Baker and Courtney Nations Azzari
7 Reflections on template creep and replicability concerns in
contemporary qualitative research 69
Eileen Fischer and Pierre-Yann Dolbec
PART II PARADIGMATIC PERSPECTIVES
8 Thoughts on theory: post-qualitative research and the possibility of new
theorising 80
Victoria Rodner
9 Rethinking the critical imagination: thinking, doing and connecting 92
Jeff B. Murray and Rafaela Canova Davide
10 Critical visual analysis: advertising, branding and identity 105
Jonathan Schroeder and Mark Buschgens
11 Researching technological posthuman futures with thought experiments 117
Vitor Lima
12 Reflexivity in the social sciences: what it is and why it matters 128
Annamma Joy, Pilar Rojas-Gaviria and Camilo Peña-Moreno
13 Understanding consumer behavior in the metaverse 139
Haiyang Yang and Amitava Chattopadhyay
14 Working with relational (material-semiotic) theories 150
Domen Bajde, Mikkel Nøjgaard and Anna Schneider-Kamp
15 The warp, weft and wherefore of qualitative feminist research in marketing 161
Lorna Stevens
PART III METHODS
16 Qualitative historical research methods in marketing 173
Eminegül Karababa
17 Researching AI chatbots, platforms and the metaverse: understanding
today’s netnography 185
Robert V. Kozinets
18 Conducting consumer interviews online and offline 197
Adèle Gruen and Laetitia Mimoun
19 Collective close reading (CCR) as a method for interpreting cultural text 210
Cele Otnes, Pauline Maclaran and Robin Canniford
20 Autoethnography: steering away from too much about introspection 221
Hela Zouaoui
21 Projective techniques and use of visual images in a digital world 232
Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten
22 A metaphoric analysis using the Zaltman metaphor elicitation
technique: consumption experience as escape 249
Robin Coulter
23 Inductive observation: a situational method under constraints 274
Dominique Desjeux
24 Using diaries as qualitative data 284
Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage
25 Ethnomethodology and the study of markets 295
Hope Jensen Schau and Melissa Archpru Akaka
26 Building marketing theory using archival data: understanding
alternative approaches 309
Eileen Fischer and Marie-Agnès Parmentier
27 Metaphors in Automated Text Analysis 320
Ignacio Luri
PART IV APPLICATIONS
28 Qualitative advertising research 332
Michelle R. Nelson and Kirby Cook
29 Researching the cultural roles of brands 344
Jacob Östberg and Benjamin Hartmann
30 Qualitative research methods in services: looking back, critically within
and a trajectory forward 356
Anders Gustafsson and Jared Offei Lartey
31 Artificial intelligence and qualitative research 374
Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim
32 Discerning meanings: depth interviews with sales executives 387
June Cotte and Geoffrey Kistruck
33 Pushing the boundaries of ethnographic practice in business 398
Rita Denny
PART V TACTICS
34 Smartphone society: the role of consumer video in an age of ubiquitous
platforms and devices 410
Robert Kozinets and Russell Belk
35 Flexible fieldnoting for contemporary consumer culture research 422
Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto
36 Multisited ethnography 436
Karin M. Ekström
37 Qualitative data software for coding 448
Marian Makkar and Ashleigh Powell
38 Telling stories with textual and visual analyses 460
Melissa Archpru Akaka and Hope Jensen Schau
39 Making context matter even more: tools for leveraging contexts for insights 471
Linda L. Price, Risto Moisio and Eric J. Arnould
40 Ethics and care in qualitative research 486
Kathy Hamilton, Maria Piacentini and Emma Banister
41 Write on 497
Stephen Brown