Handbook of Qualitative Research Methods in Marketing

• 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
• special issues such as multi-sited ethnography and research on sensitive topics.

Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.