Show Less

Handbook of Qualitative Research Methods in Marketing

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 5: Qualitative Research in Advertising: Twenty Years in Revolution

Linda M. Scott


Linda M. Scott An impressive body of qualitative research on the topic of advertising has emerged in marketing since the paradigm shift of the 1980s. Here, perhaps more clearly than elsewhere in the literature, we can see that the challenge to practice made in that decade was not just a matter of advocating new methods, but entailed questioning the purposes and interests that research in this field would serve. Work on advertising was affected, as were other areas of marketing inquiry, by the shift in epistemology that attended the interpretive turn. In all areas, the notion of consumption as a meaning-based activity (as opposed to a more economistic, disembodied model of purchasing) had implications for research axiology, as well. Of particular import for advertising work, however, was the shift toward understanding the advertisement as a text and, thus, the consumer as a reader. By embracing the textuality of advertising experience, qualitative researchers opened the door to the indeterminacy of reading, to the reality of advertising as a cultural practice, and ultimately to the larger social questions that attend any purposive attempt to encourage consumption in postindustrial society. The result has been a corpus of work too large and varied to be covered in a single chapter. My intention, therefore, is to discuss articles I have selected to represent the largest areas of inquiry. In assessing the scope of the literature to be covered, I have collected works published in Journal of Consumer Research, Journal of Advertising, Journal of Marketing,...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.