Qualitative Marketing Research

Dr. Johanna K. Moisander is Professor of Corporate Communication at Aalto University School of Business, Department of Communication. Her research interests center on cultural and practice-based approaches to management and organization studies and consumer culture theory. At the moment, her empirical research focuses on media convergence and strategic change in the media industry. I received my Ph.D. from the Aalto University School of Economics in 2004. Since 2005, I have acted as a marketing professor at the University of Lapland. Moreover, I have 10 years of business experience within creative knowledge industries.My research interests center, firstly, on cultural and critical approaches to consumption, marketing and tourism. Drawing upon practice-based approaches, anthropology, cultural studies, feminist studies and semiotics, I have explored topics such as body and gender, service work, knowing, sensing, and weather. Secondly, my research interests center on the development of qualitative research methodologies (ethnographies, focus groups, interviews, projective techniques, narratives).My most recent research project investigates sleep as a social practice in the context of tourism, consumer culture and media-intensive economy. The other recent project is concerned with the role of all the senses in the meaning-making processes of consumer culture and business organizations, moving thereby beyond the visual gaze.

• PART ONE: CULTURAL APPROACH TO MARKETS AND METHODSPART ONE: CULTURAL APPROACH TO MARKETS AND METHODS`Cultural Turn′ in Marketing and Consumer ResearchEvaluating Cultural ResearchPART TWO: CULTURAL DATA AND METHODSEthnographiesCultural Texts and TalkVisual Materials and MethodsPART THREE: ANALYSIS IN CULTURAL RESEARCHInterpretation and Interpretive FrameworksAnalysis in PracticeCriteria for Good Cultural AnalysisPART FOUR: WRITING CULTURAL RESEARCHWriting in Cultural ResearchWriting up Cultural ResearchPART FIVE: DEFENDING YOUR RESEARCH REPORTTheoretical Legacies and Philosophical Questions

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