Includes bibliographical references and index.

History of qualitative research methods in marketing / Sidney J. Levy -- Breaking new ground : developing grounded theories in marketing and consumer behavior / Eileen Fischer and Cele C. Otnes -- The semiotic paradigm on meaning in the marketplace / David Glen Mick and Laura R. Oswald -- Rethinking the critical imagination / Jeff B. Murray and Julie L. Ozanne -- Qualitative research in advertising : twenty years in revolution / Linda M. Scott -- Qualitative historical research in marketing / Terrence H. Witkowski and D.G. Brian Jones -- Researching the cultures of brands / Anders Bengtsson and Jacob Ostberg -- Researching brands ethnographically : an interpretive community approach / Steven M. Kates -- Making contexts matter : selecting research contexts for theoretical insights / Eric Arnould, Linda Price and Risto Moisio -- Netnography 2.0 / Robert V. Kozinets -- Let's pretend : projective methods reconsidered / Dennis W. Rook -- Stories : how they are used and produced in market(ing) research / Gillian C. Hopkinson and Margaret K. Hogg -- The extended case method in consumer research / Steven M. Kates -- Unpacking the many faces of introspective consciousness : a metacognitive-poststructuralist exercise / Stephen J. Gould -- Mixed methods in interpretive research : an application to the study of the self concept / Shalini Bahl and George R. Milne -- The Monticello correction : consumption in history / Linda M. Scott, Jason Chambers and Katherine Sredl -- Using video-elicitation to research sensitive topics : understanding the purchase process following natural disaster / Shay Sayre -- Using oral history methods in consumer research / Richard Elliott and Andrea Davies -- Focus groups in marketing research / Miriam Catterall and Pauline Maclaran -- Fielding ethnographic teams : strategy, implementation, and evaluation / John F. Sherry -- Writing pictures/taking fieldnotes : towards a more visual and material ethnographic consumer research / Lisa Peñaloza and Julien Cayla -- Metaphors, needs and new product ideation / Jeffrey F. Durgee and Manli Chen -- Critical visual analysis / Jonathan E. Schroeder -- Framing the research and avoiding harm : representing the vulnerability of consumers / Stacey Menzel Baker and James W. Gentry -- Camcorder society : quality videography in consumer and marketing research / Robert V. Kozinets and Russell W. Belk -- Writing it up, writing it down : being reflexive in accounts of consumer behavior / Annamma Joy ... [et al.] -- Reading ethnographic research : bringing segments to life through movie making and metaphor / Diane M. Martin, John W. Schouten and James H. McAlexander -- Entering entertainment : creating consumer documentaries for corporate clients / Patricia L. Sunderland -- Capturing time / Cele C. Otnes ... [et al.] -- Consumption experiences as escape : an application of the Zaltman metaphor elicitation technique / Robin A. Coulter -- Romancing the gene : making myth from 'hard science' / Elizabeth C. Hirschman and Donald Panther-Yates -- Pushing the boundaries of ethnography in the practice of marketing research / Rita M. Denny -- Autobiography / Stephen Brown -- The consumption of stories / Sidney J. Levy -- Discerning marketers' meanings : depth interviews with sales executives / June Cotte and Geoffrey Kistruck -- Photo essays and the mining of minutiae in consumer research : 'bout the time I got to Phoenix / Morris B. Holbrook -- The emergence of multi-sited ethnography in anthropology and marketing / Karin M. Ekström -- Doing research on sensitive topics : studying covered Turkish women / Güliz Ger and Özlem Sandikci -- Grasping the global : multi-sited ethnographic market studies / Dannie Kjeldgaard, Fabien Faurholt Csaba and Güliz Ger -- In pursuit of the 'inside view' : training the gaze on advertising and market practitioners / Daniel Thomas Cook -- Research ethnicity and consumption / Lisa Peñaloza -- The etiquette of qualitative research / Julie A. Ruth and Cele C. Otnes.