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

• ContentsIntroduction xxiiiPART I GETTING STARTED1 From a Blank Piece of Paper: Starting a Research Project 2Tonya Williams Bradford and Mary C. Gilly2 Making contexts matter: selecting research contexts for theoreticalinsights and substantive importance 12Linda L. Price, Risto Moisio and Eric Arnould3 Understanding inclusive research in marketing: empowering participant voices 25Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross4 Fielding ethnographic teams: strategy, implementation, evaluation andprospects 37John F. Sherry, Jr5 Representing consumer vulnerability through art forms 49Hilary Downey and Pilar Rojas-Gaviria6 Conducting Research at Times and Places in Crisis 58Stacey Menzel Baker and Courtney Nations Azzari7 Reflections on template creep and replicability concerns incontemporary qualitative research 69Eileen Fischer and Pierre-Yann DolbecPART II PARADIGMATIC PERSPECTIVES8 Thoughts on theory: post-qualitative research and the possibility of newtheorising 80Victoria Rodner9 Rethinking the critical imagination: thinking, doing and connecting 92Jeff B. Murray and Rafaela Canova Davide10 Critical visual analysis: advertising, branding and identity 105Jonathan Schroeder and Mark Buschgens11 Researching technological posthuman futures with thought experiments 117Vitor Lima12 Reflexivity in the social sciences: what it is and why it matters 128Annamma Joy, Pilar Rojas-Gaviria and Camilo Peña-Moreno13 Understanding consumer behavior in the metaverse 139Haiyang Yang and Amitava Chattopadhyay14 Working with relational (material-semiotic) theories 150Domen Bajde, Mikkel Nøjgaard and Anna Schneider-Kamp15 The warp, weft and wherefore of qualitative feminist research in marketing 161Lorna StevensPART III METHODS16 Qualitative historical research methods in marketing 173Eminegül Karababa17 Researching AI chatbots, platforms and the metaverse: understandingtoday’s netnography 185Robert V. Kozinets18 Conducting consumer interviews online and offline 197Adèle Gruen and Laetitia Mimoun19 Collective close reading (CCR) as a method for interpreting cultural text 210Cele Otnes, Pauline Maclaran and Robin Canniford20 Autoethnography: steering away from too much about introspection 221Hela Zouaoui21 Projective techniques and use of visual images in a digital world 232Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten22 A metaphoric analysis using the Zaltman metaphor elicitationtechnique: consumption experience as escape 249Robin Coulter23 Inductive observation: a situational method under constraints 274Dominique Desjeux24 Using diaries as qualitative data 284Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage25 Ethnomethodology and the study of markets 295Hope Jensen Schau and Melissa Archpru Akaka26 Building marketing theory using archival data: understandingalternative approaches 309Eileen Fischer and Marie-Agnès Parmentier27 Metaphors in Automated Text Analysis 320Ignacio LuriPART IV APPLICATIONS28 Qualitative advertising research 332Michelle R. Nelson and Kirby Cook29 Researching the cultural roles of brands 344Jacob Östberg and Benjamin Hartmann30 Qualitative research methods in services: looking back, critically withinand a trajectory forward 356Anders Gustafsson and Jared Offei Lartey31 Artificial intelligence and qualitative research 374Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim32 Discerning meanings: depth interviews with sales executives 387June Cotte and Geoffrey Kistruck33 Pushing the boundaries of ethnographic practice in business 398Rita DennyPART V TACTICS34 Smartphone society: the role of consumer video in an age of ubiquitousplatforms and devices 410Robert Kozinets and Russell Belk35 Flexible fieldnoting for contemporary consumer culture research 422Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto36 Multisited ethnography 436Karin M. Ekström37 Qualitative data software for coding 448Marian Makkar and Ashleigh Powell38 Telling stories with textual and visual analyses 460Melissa Archpru Akaka and Hope Jensen Schau39 Making context matter even more: tools for leveraging contexts for insights 471Linda L. Price, Risto Moisio and Eric J. Arnould40 Ethics and care in qualitative research 486Kathy Hamilton, Maria Piacentini and Emma Banister41 Write on 497Stephen Brown

‘This book covers all the methods a qualitative researcher needs to have in their back pocket, from traditional ethnography through to the cutting edge, such as artificial intelligence, consumer video and netnography. A must read for marketing PhD students and faculty interested in researching the meaning behind consumer behaviors.’