Handbook of Qualitative Research Methods in Marketing
Second Edition
2nd Edition
Will be published approx. on 26. February 2026
Book
Paperback/Softback
554 pages
978-1-0494-0418-9 (ISBN)
Description
This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements.
Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.
Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.
Distinguished chapter authors bring together current thought and changing practices in marketing academia and industry. Organized to reflect a start-to-finish approach, the chapters investigate best practices for conceptualizing a project, practical theories and issues to consider, new methods for data collection, such as the use of AI and automated text analysis, and key considerations for writing and presenting work. A fundamental text with a strong contemporary scope, HQRMM provides guidelines for novices and experienced researchers alike.
Academics applying qualitative methods to their research will find this second edition to be truly groundbreaking. At the same time, students focusing on marketing, business studies and social sciences will additionally benefit from a special section on getting started. Practitioners who wish to become familiar with the latest scholarship on qualitative methods will also find HQRMM to be an invaluable resource.
Reviews / Votes
'This book covers all the methods a qualitative researcher needs to have in their back pocket, from traditional ethnography through to the cutting edge, such as artificial intelligence, consumer video and netnography. A must read for marketing PhD students and faculty interested in researching the meaning behind consumer behaviors.' -- Giana M. Eckhardt, King's College London, UKMore details
Series
Edition
2nd edition
Language
English
Place of publication
Cheltenham
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 244 mm
Width: 169 mm
ISBN-13
978-1-0494-0418-9 (9781049404189)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Russell W. Belk
Handbook of Qualitative Research Methods in Marketing
Book
03/2008
Edward Elgar Publishing
€107.98
Shipment within 10-20 days
Persons
Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada and Cele Otnes, Professor Emerita of Marketing, Gies College of Business, University of Illinois at Urbana-Champaign, US
Content
Contents
Introduction xxiii
PART I GETTING STARTED
1 From a Blank Piece of Paper: Starting a Research Project 2
Tonya Williams Bradford and Mary C. Gilly
2 Making contexts matter: selecting research contexts for theoretical
insights and substantive importance 12
Linda L. Price, Risto Moisio and Eric Arnould
3 Understanding inclusive research in marketing: empowering participant voices 25
Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross
4 Fielding ethnographic teams: strategy, implementation, evaluation and
prospects 37
John F. Sherry, Jr
5 Representing consumer vulnerability through art forms 49
Hilary Downey and Pilar Rojas-Gaviria
6 Conducting Research at Times and Places in Crisis 58
Stacey Menzel Baker and Courtney Nations Azzari
7 Reflections on template creep and replicability concerns in
contemporary qualitative research 69
Eileen Fischer and Pierre-Yann Dolbec
PART II PARADIGMATIC PERSPECTIVES
8 Thoughts on theory: post-qualitative research and the possibility of new
theorising 80
Victoria Rodner
9 Rethinking the critical imagination: thinking, doing and connecting 92
Jeff B. Murray and Rafaela Canova Davide
10 Critical visual analysis: advertising, branding and identity 105
Jonathan Schroeder and Mark Buschgens
11 Researching technological posthuman futures with thought experiments 117
Vitor Lima
12 Reflexivity in the social sciences: what it is and why it matters 128
Annamma Joy, Pilar Rojas-Gaviria and Camilo Pena-Moreno
13 Understanding consumer behavior in the metaverse 139
Haiyang Yang and Amitava Chattopadhyay
14 Working with relational (material-semiotic) theories 150
Domen Bajde, Mikkel Nojgaard and Anna Schneider-Kamp
15 The warp, weft and wherefore of qualitative feminist research in marketing 161
Lorna Stevens
PART III METHODS
16 Qualitative historical research methods in marketing 173
Eminegu?l Karababa
17 Researching AI chatbots, platforms and the metaverse: understanding
today's netnography 185
Robert V. Kozinets
18 Conducting consumer interviews online and offline 197
Adele Gruen and Laetitia Mimoun
19 Collective close reading (CCR) as a method for interpreting cultural text 210
Cele Otnes, Pauline Maclaran and Robin Canniford
20 Autoethnography: steering away from too much about introspection 221
Hela Zouaoui
21 Projective techniques and use of visual images in a digital world 232
Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten
22 A metaphoric analysis using the Zaltman metaphor elicitation
technique: consumption experience as escape 249
Robin Coulter
23 Inductive observation: a situational method under constraints 274
Dominique Desjeux
24 Using diaries as qualitative data 284
Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage
25 Ethnomethodology and the study of markets 295
Hope Jensen Schau and Melissa Archpru Akaka
26 Building marketing theory using archival data: understanding
alternative approaches 309
Eileen Fischer and Marie-Agnes Parmentier
27 Metaphors in Automated Text Analysis 320
Ignacio Luri
PART IV APPLICATIONS
28 Qualitative advertising research 332
Michelle R. Nelson and Kirby Cook
29 Researching the cultural roles of brands 344
Jacob OEstberg and Benjamin Hartmann
30 Qualitative research methods in services: looking back, critically within
and a trajectory forward 356
Anders Gustafsson and Jared Offei Lartey
31 Artificial intelligence and qualitative research 374
Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim
32 Discerning meanings: depth interviews with sales executives 387
June Cotte and Geoffrey Kistruck
33 Pushing the boundaries of ethnographic practice in business 398
Rita Denny
PART V TACTICS
34 Smartphone society: the role of consumer video in an age of ubiquitous
platforms and devices 410
Robert Kozinets and Russell Belk
35 Flexible fieldnoting for contemporary consumer culture research 422
Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto
36 Multisited ethnography 436
Karin M. Ekstroem
37 Qualitative data software for coding 448
Marian Makkar and Ashleigh Powell
38 Telling stories with textual and visual analyses 460
Melissa Archpru Akaka and Hope Jensen Schau
39 Making context matter even more: tools for leveraging contexts for insights 471
Linda L. Price, Risto Moisio and Eric J. Arnould
40 Ethics and care in qualitative research 486
Kathy Hamilton, Maria Piacentini and Emma Banister
41 Write on 497
Stephen Brown
Introduction xxiii
PART I GETTING STARTED
1 From a Blank Piece of Paper: Starting a Research Project 2
Tonya Williams Bradford and Mary C. Gilly
2 Making contexts matter: selecting research contexts for theoretical
insights and substantive importance 12
Linda L. Price, Risto Moisio and Eric Arnould
3 Understanding inclusive research in marketing: empowering participant voices 25
Robert L. Harrison, Abigail Nappier Cherup and Samantha N. N. Cross
4 Fielding ethnographic teams: strategy, implementation, evaluation and
prospects 37
John F. Sherry, Jr
5 Representing consumer vulnerability through art forms 49
Hilary Downey and Pilar Rojas-Gaviria
6 Conducting Research at Times and Places in Crisis 58
Stacey Menzel Baker and Courtney Nations Azzari
7 Reflections on template creep and replicability concerns in
contemporary qualitative research 69
Eileen Fischer and Pierre-Yann Dolbec
PART II PARADIGMATIC PERSPECTIVES
8 Thoughts on theory: post-qualitative research and the possibility of new
theorising 80
Victoria Rodner
9 Rethinking the critical imagination: thinking, doing and connecting 92
Jeff B. Murray and Rafaela Canova Davide
10 Critical visual analysis: advertising, branding and identity 105
Jonathan Schroeder and Mark Buschgens
11 Researching technological posthuman futures with thought experiments 117
Vitor Lima
12 Reflexivity in the social sciences: what it is and why it matters 128
Annamma Joy, Pilar Rojas-Gaviria and Camilo Pena-Moreno
13 Understanding consumer behavior in the metaverse 139
Haiyang Yang and Amitava Chattopadhyay
14 Working with relational (material-semiotic) theories 150
Domen Bajde, Mikkel Nojgaard and Anna Schneider-Kamp
15 The warp, weft and wherefore of qualitative feminist research in marketing 161
Lorna Stevens
PART III METHODS
16 Qualitative historical research methods in marketing 173
Eminegu?l Karababa
17 Researching AI chatbots, platforms and the metaverse: understanding
today's netnography 185
Robert V. Kozinets
18 Conducting consumer interviews online and offline 197
Adele Gruen and Laetitia Mimoun
19 Collective close reading (CCR) as a method for interpreting cultural text 210
Cele Otnes, Pauline Maclaran and Robin Canniford
20 Autoethnography: steering away from too much about introspection 221
Hela Zouaoui
21 Projective techniques and use of visual images in a digital world 232
Linda Tuncay Zayer, Cristel Antonia Russell and Jenna Drenten
22 A metaphoric analysis using the Zaltman metaphor elicitation
technique: consumption experience as escape 249
Robin Coulter
23 Inductive observation: a situational method under constraints 274
Dominique Desjeux
24 Using diaries as qualitative data 284
Ines Branco-Illodo, Teresa Heath and H. P. Samanthika Gallage
25 Ethnomethodology and the study of markets 295
Hope Jensen Schau and Melissa Archpru Akaka
26 Building marketing theory using archival data: understanding
alternative approaches 309
Eileen Fischer and Marie-Agnes Parmentier
27 Metaphors in Automated Text Analysis 320
Ignacio Luri
PART IV APPLICATIONS
28 Qualitative advertising research 332
Michelle R. Nelson and Kirby Cook
29 Researching the cultural roles of brands 344
Jacob OEstberg and Benjamin Hartmann
30 Qualitative research methods in services: looking back, critically within
and a trajectory forward 356
Anders Gustafsson and Jared Offei Lartey
31 Artificial intelligence and qualitative research 374
Aric Rindfleisch, Myoung Hee Kim and Sahoon Kim
32 Discerning meanings: depth interviews with sales executives 387
June Cotte and Geoffrey Kistruck
33 Pushing the boundaries of ethnographic practice in business 398
Rita Denny
PART V TACTICS
34 Smartphone society: the role of consumer video in an age of ubiquitous
platforms and devices 410
Robert Kozinets and Russell Belk
35 Flexible fieldnoting for contemporary consumer culture research 422
Bernardo Figueiredo, Marcia Christina Ferreira and Daiane Scaraboto
36 Multisited ethnography 436
Karin M. Ekstroem
37 Qualitative data software for coding 448
Marian Makkar and Ashleigh Powell
38 Telling stories with textual and visual analyses 460
Melissa Archpru Akaka and Hope Jensen Schau
39 Making context matter even more: tools for leveraging contexts for insights 471
Linda L. Price, Risto Moisio and Eric J. Arnould
40 Ethics and care in qualitative research 486
Kathy Hamilton, Maria Piacentini and Emma Banister
41 Write on 497
Stephen Brown