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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 39: Grasping the Global: Multi-sited Ethnographic Market Studies

Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger


Dannie Kjeldgaard, Fabian Faurholt Csaba and Güliz Ger Introduction In recent years, the field of marketing and consumption research has seen a rise in studies applying ethnographic methods (Arnould and Wallendorf, 1994; Arnould and Thompson, 2005). A number of these studies have utilized a multi-sited research approach (Marcus, 1995). This chapter discusses the emergence and principles of multisited ethnography: how it differs from cross-cultural and single-sited ethnographic research, and how it applies to marketing and consumer research. A central argument is that multi-sited ethnographic market studies are particularly pertinent in investigations which specifically attempt to grasp global or globalizing market conditions and relations. Describing and analyzing the complexities of market phenomena of an interlinked and interdependent social world, a multi-sited ethnographic approach studies globalization ‘from within’ rather than as an external influencing factor on local market realities. Where traditional ethnographic work in anthropology suggests the deep immersion in and thick description of a single locality, multi-sited ethnography argues that to immerse oneself deeply in a transnational phenomenon one must abandon the privilege of the locality, embrace mobility and ‘go with the flow’ (Burawoy, 2000; Hannerz, 2003). Globalization challenges the units of analysis of traditional cross-cultural research as well as the objects and premises of traditional ethnography. Multi-sited ethnographic inquiry can bring out the multifaceted character of globalization through the analysis of different experiences of its impact on communities, but also by studying the specific networks, flows and connections that constitute the social–cultural and...

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