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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 20: Fielding Ethnographic Teams: Strategy, Implementation and Evaluation

John F. Sherry


John F. Sherry Despite the heroic view of ethnography as the solitary pursuit of the maverick scholar, the enterprise has long been conducted as an extreme team sport. The holism espoused in data collection and analysis is often most effectively achieved by a group, rather than an individual. Arguably, even individual fieldwork and interpretation are best served by a multiphrenic, extended self in constant conversation with that internal voice comprising the portfolio of literatures that guides the hermeneutic tacking that is the ethnographic quest. Remember, pace Whitman, we contain multitudes, and this introjection of mentors and nemeses disposes us by nature to be team players. How much more interesting, productive and challenging to shift from psychodrama to actual teamwork in contemplation of consumer behavior. I have written this chapter as an essay rather than as a more conventional academic tract, to reflect my personal experience of ethnographic teamwork and to offer some avuncular advice to readers capable on their own of sourcing material on ethnographic methods and perspectives. While I have appended a few references to this chapter, my intent in these few pages is practical rather than philosophical. I have worked in ethnographic teams for over three decades across a range of marketplaces, industries, categories and households. I have developed some strong preferences and biases in the conduct of this work, many of which I share in the balance of this text. Principal among these, beyond the achievement of substantive understanding and the sheer enjoyment of...

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