Handbook of Qualitative Research Methods in Marketing
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Handbook of Qualitative Research Methods in Marketing

  • Elgar original reference

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 34: The Consumption of Stories

Sidney J. Levy

Extract

34 The consumption of stories Sidney J. Levy Modern marketing thought broadly interprets consumption to include all objects, ideas and experiences. This chapter explores how stories, like anything else, are consumed, that is, taken up, internalized and transformed. It reports a qualitative inquiry into the stories that college undergraduates remember from their childhood and what those and subsequent tales mean to them. The study has two general aims: one, it seeks insight into the main ways consumers internalize and interpret stories as meaningful to them; two, I was especially curious about how, given their historic and pervasive importance, religious tales are ardently believed and lead to a desire to proselytize on their behalf. It is useful to start by recognizing that the word ‘story’ has many implications. It is evident that anything we tell one another is a story of some kind. A common dictionary lists eight definitions that range from facts to fiction, truth to lies, rumors to news, amusement to drama, and use such synonyms as history, account, statement, anecdote, narrative, article, etc.; and we could add a long list of other terms: tale, myth, gossip, chronicle, report, gospel, scriptures, saga, etc. These terms indicate the multitude of ways people express themselves by telling stories, and justify the exchange of stories as a marketing activity. Varieties and levels of analysis There are also many ways of explaining how people consume stories. Within our field are scholars who examine the effects of commercials as persuasive stories, or...

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