Table of Contents

Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing

Elgar original reference

Edited by Russell W. Belk

The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: 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; and special issues such as multi-sited ethnography and research on sensitive topics.

Chapter 16: The Monticello Correction: Consumption in History

Linda M. Scott, Jason Chambers and Katherine Sredl

Subjects: business and management, marketing, research methods in business and management, research methods, qualitative research methods, research methods in business and management


Linda M. Scott, Jason Chambers and Katherine Sredl Thomas Jefferson’s house at Monticello was preserved intact from the moment the statesman closed his eyes for the last time. A tourist visiting the home two hundred years later could see the residence as it was in use, just as the great leader and thinker lived in it. And yet that twentieth-century visitor got a false impression. Monticello appears to be a home on a hill, an isolated haven perfect for study and thought, a quiet retreat for gentlemen of state to gather and discuss the key questions of a new republic. In Jefferson’s time, however, the house was surrounded by a substantial collection of homes and shops, full of the bustle of many activities required to support the life of comfort that patricians required. Indeed, though the house itself rose slightly above the settlement of its servants, it was then surrounded by what amounted to a small village, rather than being the oasis of self-sufficiency it appears to be now. Thus the house on a hill created the false image of an imagined past for those who came to see it. The docents, archivists and foundations that worked to preserve Jefferson’s home did not think it necessary to maintain the places in which the ordinary folks, many of them African slaves, lived and worked to make Jefferson’s exemplary life possible. So the small town that originally surrounded Monticello rotted, wasted and finally disappeared into the ground....

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