Handbook of Qualitative Research Methods in Marketing
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 21: Writing Pictures/Taking Fieldnotes: Towards a More Visual and Material Ethnographic Consumer Research

Lisa Peñaloza and Julien Cayla

Extract

21 Writing pictures/taking fieldnotes: towards a more visual and material ethnographic consumer research Lisa Peñaloza and Julien Cayla Introduction Nothing is less real than realism. Details are confusing. It is only by selection, by elimination,...

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.