ESCP Europe

This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike. Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.

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.