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.
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