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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.
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Chapter 14: Unpacking the Many Faces of Introspective Consciousness: A Metacognitive–Poststructuralist Exercise

Stephen J. Gould


Stephen J. Gould Let us start with the idea that we are all introspectors. We assess all our experiences with the outer world reflexively in various forms and to varying degrees of introspection and self-consciousness. Moreover, intriguingly, we reflexively examine our own inner spaces to varying degrees and with varying sensitivities; that is, we engage in the practice of watching ourselves. While these issues tend to be psychological and cognitive, researchers taking a different orientation have also applied introspection especially in consumer research as embodying a subjective narrative about oneself. Some key elements of the psychological view of introspection drawn in part from current developments in metacognitive research (one’s knowing about one’s knowing) concern what we are or are not conscious of concerning ourselves, how we demarcate between I and other, how much and how deeply we penetrate our own consciousness, how motivated we are in this regard, and just how we understand our own mind and thought. If we were to apply this understanding to a narrative point of view, the one largely followed in interpretive consumer research, we could consider how researchers and consumers construct these issues psychologically or use them to construct self stories. However the narrative approach does not, and generally might not even concern itself with such issues, instead focusing on the everyday story of one’s life and consumption, generally within cultural theory contexts. All these parametric elements of introspection are defining, if not altogether reaching the level of a de...

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