Qualitative Marketing Research: A Cultural Approach

Front Cover
SAGE, May 11, 2006 - Business & Economics - 240 pages
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.

The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

 

Contents

Cultural Approach to Markets and Methods
1
Chapter 1 The Cultural Turn in Marketing and Consumer Research
3
Chapter 2 Evaluating Cultural Research
21
Cultural Data and Methods
43
Chapter 3 Ethnographies
45
Chapter 4 Cultural Texts and Talk
68
Chapter 5 Visual Materials and Methods
84
Analysis in Cultural Research
99
Chapter 8 Criteria for Good Cultural Analysis
147
Writing Cultural Research
155
Chapter 9 Writing in Cultural Research
157
Chapter 10 Writing up Cultural Research
170
Defending Your Research Report
185
Chapter 11 Theoretical Legacies and Philosophical Questions
187
References
212
Index
225

Chapter 6 Interpretation and Interpretive Frameworks
101
Chapter 7 Analysis in Practice
125

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About the author (2006)

Dr. Johanna K. Moisander is Professor of Corporate Communication at Aalto University School of Business, Department of Communication. Her research interests center on cultural and practice-based approaches to management and organization studies and consumer culture theory. At the moment, her empirical research focuses on media convergence and strategic change in the media industry.

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