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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 15: Mixed Methods in Interpretive Research: An Application to the Study of the Self Concept

Shalini Bahl and George R. Milne


Shalini Bahl and George R. Milne Introduction Interpretive research by its very nature is multi-method, involving different forms of data collection, multiple studies, the use of triangulation, and so forth. Illustrative of a multimethods approach in interpretive research is the study by Belk, Wallendorf and Sherry (1989), which used a combination of observation, field notes, interviews, photographs and video. Less common, however, in interpretive research, is the use of mixed methods, which we define as a research approach comprising qualitative and quantitative methodologies for both data collection and analysis. The mixed methods approach is not frequently used in interpretive research owing in part to the paradigm wars, which have created artificial barriers that limit the use of methods across paradigms. In marketing, the positivist and interpretive paradigms have been profiled in terms of their ontological, axiological and epistemological assumptions (Hudson and Ozanne, 1988) that have been historically tied to the qualitative versus quantitative camps (Deshpande, 1983). In the marketing literature most articles employing mixed methods have a positivist orientation. The philosophical assumptions guiding positivist research include an objective view of reality, which the research seeks to measure and explain. Consistent with its ontological and axiological assumptions, positivist research seeks the creation of knowledge that is generalizable across different people, times and situations and is, thus, time- and context-free. While the methods used in positivist research have primarily been quantitative, qualitative methods have been used but only to support the quantitative methods in the development of...

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