Handbook of Qualitative Research Methods in Marketing.pdf

HANDBOOK OF QUALITATIVE RESEARCH
METHODS IN MARKETING
Handbook of Qualitative Research
Methods in Marketing
Edited by
Russell W. Belk
Kraft Foods Canada Chair of Marketing, Schulich School of Business,
York University, Toronto, Canada
Edward Elgar
Cheltenham, UK • Northampton, MA, USA
© Russell W. Belk, 2006
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or
transmitted in any form or by any means, electronic, mechanical or photocopying, recording, or
otherwise without the prior permission of the publisher.
Published by
Edward Elgar Publishing Limited
Glensanda House
Montpellier Parade
Cheltenham
Glos GL50 1UA
UK
Edward Elgar Publishing, Inc.
William Pratt House
9 Dewey Court
Northampton
Massachusetts 01060
USA
A catalogue record for this book
is available from the British Library
Library of Congress Cataloguing in Publication Data
Handbook of qualitative research methods in marketing/[edited by]
Russell W. Belk.
p. cm.
Includes bibliographical references and index.
1. Marketing research—Methodology. 2. Consumers—
Research—Methodology. 3. Qualitative research—Methodology.
I. Belk, Russell W.
2006
’3—dc22
2006004283
ISBN-13: 978 1 84542 100 7 (cased)
ISBN-10: 1 84542 100 0 (cased)
Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall
Contents
List of contributors ix
PART I HISTORY AND SCOPE
1. History of qualitative research methods in marketing 3
Sidney J. Levy
PART II PARADIGMATIC PERSPECTIVES
2. Breaking new ground: developing grounded theories in marketing and
consumer behavior 19
Eileen Fischer and Cele C. Otnes
3. The semiotic paradigm on meaning in the marketplace 31
David Glen Mick and Laura R. Oswald
4. Rethinking the critical imagination 46
Jeff B. Murray and Julie L. Ozanne
PART III RESEARCH CONTEXTS
5. Qualitative research in advertising: twenty years in revolution 59
Linda M. Scott
6. Qualitat