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 36: Photo Essays and the Mining of Minutiae in Consumer Research: ’Bout the Time I got to Phoenix

Morris B. Holbrook

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


Morris B. Holbrook Introduction This chapter recommends and justifies an approach to qualitative consumer research that, though used relatively infrequently, has much to recommend it. Specifically, I propose the usefulness of the photo essay (PE), the collective photo essay (CPE), and/or the collective stereographic photo essay (CSPE) as a way of eliciting material drawn from subjective personal introspection (SPI) in a manner suitably expressed by means of a reflexive selfrevelatory narrative. The style of my chapter is itself reflexive in that it presents an essay about essays. Hence it illustrates its subject matter in a way that I hope readers will find meaningful. It begins with a brief description and defense of SPI and of PE-CPE-or-CSPE. It then presents an example drawn from an interpretation of some of my own recent photographs, especially those of animals at the Phoenix Zoo. Owing to lack of space, this chapter does not include detailed bibliographic references to the literature on photography or to its use by social scientists in general and by consumer researchers in particular. Readers interested in pursuing my own work should consult the list of publications posted online at research/pubfiles/1100/Holbrook_VITA2004.pdf, where it will be helpful to search for such keywords as ‘photo(graphy)’, ‘stereo(graphy)’, ‘photo essay’, ‘autoethnograph(y)’, and ‘subjective personal introspection’. These publications contain extensive references to the relevant literature. Meanwhile excellent and highly esteemed treatises on photography appear in the work of Susan Sontag (On Photography) and...

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