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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 17: Using Video-Elicitation to Research Sensitive Topics: Understanding the Purchase Process Following Natural Disaster

Shay Sayre


Shay Sayre In the past, investigating sensitive behaviors was the equivalent of asking people to ‘talk dirty to me’ about topics such as HIV, sex, drug use, physical abuse, abortion and incest. Today, radio, television and advertising content have brought such topics to the forefront of socially acceptable discussion. Oprah invites bed-wetters and abortion survivors to tell all to viewers; Howard Stern’s listeners join in on conversations from child abuse to sex change surgery; advertisers of Viagra portray newly functioning men as objects of a woman’s adoration. In other words, few topics are considered to be ‘media-sacred’, as so many sensitive-topic barriers have been broken simply by offering people an opportunity to voice their opinions. In preparation for their Depends commercials, a research company held focus groups on incontinence to discover that the stigma of wearing diapers was unbearable for older sufferers. Participants in photo sorts identified their favorite contemporary celebrities, and an advertising agency produced a television commercial where Jane Wyman endorsed the product with an admission that she was a Depends user. The results? Sales of Depends went through the roof. Data on bodily dysfunction, as well as many other embarrassing maladies, have been collected successfully by advertising researchers through self-administered questionnaires, computer-assisted tools and neutral-site interviews. For instance, research on feminine hygiene with 18–24-year-old females revealed these consumers want straightforward pitches that are hip and edgy. In response, Ogilvy & Mather created a Kotex campaign that introduced a blaring red dot into its marketing...

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