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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 33: Autobiography

Stephen Brown


Stephen Brown It’s a gift! Call me an old-fashioned romantic, but I always take great care when buying gifts for people. The item has to be ‘just right’, simply perfect for the person in question. I go to enormous lengths to ensure that the gift and the giftee are compatible at some primal level. Even the most trivial offering gets this treatment, though I wish it didn’t, since I’ve spent many an unhappy hour in gift stores agonizing over the appropriateness of the purchase I’m about to make. I keep telling myself to make do – grab something, anything, Stephen! – but my conscience won’t let me leave until I’ve done the right thing by acquiring the right thing. My much put-upon wife, as you might expect, is top of my list of recipients. She’s a remarkable woman in innumerable respects, not least with regard to home improvement. Unlike your humble scribe, she has a way with hammers, drills, chisels, screwdrivers, spirit levels and all the redoubtable rest. When it comes to putting up shelves, laying wooden floors, making curtain rails and generally painting and decorating, she’s in her element. Naturally, I do my bit – bleeding radiators, changing lightbulbs, washing cars, wrestling with recalcitrant lawnmowers – but all things considered I believe such things should be left to the experts, like Linda. Don’t you? Given my wife’s natural gifts and given my gift-giving propensities, it is inevitable that the two traits should converge. And, lovestruck sap that I am, I have plied...

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