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 9: Making Contexts Matter: Selecting Research Contexts for Theoretical Insights

Eric Arnould, Linda Price and Risto Moisio


Eric Arnould, Linda Price and Risto Moisio1 One of the most difficult tasks of any social scientist is to negotiate the links between abstract ideas and concrete instances of these ideas (Ellsworth, 1977; Alford, 1998). There is always a tension between our theoretical concepts and their empirical manifestations. As Alford notes, ‘Abstract concepts never perfectly fit the complexity of reality. Evidence never contains its own explanation’ (p. 29). There are numerous examples of researchers who cleverly devise experiments, select field settings or interpret contexts in ways that deftly traverse the divide between theory and data, but there are few guidelines for novice researchers attempting to pry understanding and explanation from the contexts they study, or struggling to align theories and contexts. As social scientists who have warily and not always successfully traversed the divide between theory and data, the intent of our chapter is to encourage more systematic attention to the choice of context and to provide some suggestions for selecting contexts that have a high likelihood of impacting consumer and marketing theory. We restrict our attention to the problem of selecting contexts for interpretive research because context is a prominent characteristic of much interpretive consumer research, yet as a discipline we have devoted little discussion to the way to make research contexts matter theoretically. Looking at the carefully crafted thick descriptions used to unfold theoretical insights in the best interpretive research, the novice reader can come to believe that any context studied carefully will render new theory. In...

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.