Handbook of Qualitative Research Methods in Marketing

The Handbook of Qualitative Research Methods in Marketing
- 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.