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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 40: In Pursuit of the ‘Inside View’: Training the Research Gaze on Advertising and Market Practitioners

Daniel Thomas Cook


Daniel Thomas Cook In recent years, a number of academic researchers have turned their attention toward inspecting the beliefs and practices of advertising and marketing professionals, particularly as these are enacted in organizational contexts. Led mainly by historians, anthropologists and communication scholars, the turn to the ‘inside view’, as I call it, represents an alternative to research that seeks to determine the ‘effects’ of advertising and marketing on consumer behavior (Barry and Howard, 1990; Naples, 1979; Pechmann and Stewart, 1989; Vakratsas and Ambler, 1999) and to research that studies the content and structure of advertisements themselves (Williamson, 1978; Goffman, 1979; Goldman, 1993; O’Barr, 1994). That said, one should not get the impression that the works examined in this chapter necessarily hang together seamlessly as a body of thought or that the scholars discussed would group themselves together in the manner I have chosen. Rather I suggest that the research described herein is best conceptualized as comprising an emergent arena of inquiry organized around the effort to render accessible the various ways of knowing and doing of market and advertising practitioners. The works examined below fall roughly into two kinds of studies, historical and ethnographic. Most take the advertising industry as their research site. Some focus on how those in the industry, currently and historically, create and re-create their subject, ‘the consumer’, and concomitant notions of ‘need’ and ‘desire’; others on how they manage their relations with clients through the strategic deployment of ‘research’; and still others on...

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