qualitative consumer and marketing research pdf

Qualitative Consumer And Marketing Research Pdf

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Category: business. Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies.

Qualitative Consumer and Marketing Research

To browse Academia. Skip to main content. By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. Log In Sign Up. Download Free PDF. Kukka Lu. Download PDF. A short summary of this paper. The approach is interdisciplinary and international. A distinctive feature of these volumes is the helpful student exercises.

One stream of the series provides texts on the key methodologies used in qualitative research. The other stream contains books on qualitative research for different disciplines or occupations. Inquiries concerning reproduction outside those terms should be sent to the publishers. Inspired and informed by recent developments in the field of marketing and consumer research, we set out to out- line and discuss a methodological perspective and a set of methods that we see as particularly well suited for studying the cultural dynamics of consumption and marketplace interaction.

Our discussion is premised upon the methodological principle that research methods are primarily ways of expressing theoretical posi- tions; and that theory and methodology are two inextricably linked aspects of a particular philosophical perspective to social inquiry.

Therefore, throughout the book we emphasize the close link between theory and methods as well as the importance of considering ontological and epistemological questions. As qualita- tive methods are comprehended and used differently within different philosoph- ical and methodological frameworks, it makes sense to discuss them as research methods only in the context of specific philosophical and conceptual frameworks.

Even a casual review of recent journals of market- ing and consumer research would seem to illustrate the great variety of methods and methodologies that are currently in use. Therefore, we believe that it is practically impossible to cover the entire field of qualitative marketing research in a single textbook in a way that adds value to the intended readers. To be able to provide valuable knowledge on how to carry out high quality research, a textbook on qualitative research methods needs to focus on a more homogenous set of methodologies, which share — to a sufficient degree at least — a common philosophical background.

In this book, the focus is partic- ularly on a fairly new methodological perspective to marketing and consumer research, which has taken form mainly in the s, and which draws extensively from cultural studies and poststructuralist thought. But these books generally overlook the cultural dynamics of consumption, and thus fail to provide knowl- edge on methods for studying cultural meanings for example, cultural narratives and myths that help consumers to make sense of their everyday life.

The book is primarily aimed at graduate and undergraduate students majoring in business administration for example, in marketing, consumer behavior, or management and organization studies and in other fields of social sciences media studies, sociology and communication who are interested in cultural approaches to economic and social theory. We have written this book for people who already have a basic knowledge of social scientific research methods and who are inter- ested in the emerging cultural approach in the field of marketing and consumer research.

For them, the book offers an account of the cultural approach to study- ing marketplace phenomena, and hopefully a sound and extensive comprehension of the methodological principles that should guide the process of designing and carrying out a study from such a cultural perspective.

The book provides method- ological tools particularly for marketing and consumer research but it also offers means and ways of tackling the close link between culture and economy in con- temporary society, as well as the many related topics such as power and represen- tation in the business context.

The book also provides insights for MBA students and other business profes- sionals who work in the field of marketing, advertising, media planning and qual- itative market research.

The book offers these readers methodological resources for keeping their professional skills up to date, thereby helping them to buy, design and conduct relevant and skillful market research, which is sensitive to the cultural dynamics of the marketplace behavior. Most of the literature we draw from and many of the examples we use in this book deal with consumer marketing, but the ideas and methodologies we discuss may equally fruitfully be applied in many other fields of marketing research, such as relationship marketing, services marketing, or marketing networks.

In this book, we focus on consumer marketing primarily for the simple fact that most of the published, scholarly research on the cultural aspects of the marketplace, to date, has been conducted by consumer researchers but cf. Brown et al. The contents of the book are organized in five sections.

We call this perspective analytics of cultural practice ACP. We map out the basic assumptions of ACP and elaborate on the evalua- tive criteria that we see fit for this approach. We postpone the more detailed — and more scholarly — discussion on the philosophical assumptions and commitments of this approach to the very end of the book. Part 2 then concentrates on dis- cussing and elaborating on a range of empirical materials and methods for study- ing the marketplace from this cultural perspective.

We take up ethnography, cultural texts and talk, as well as visual materials and methods. Part 3, in turn, dis- cusses the interpretation and analysis of cultural data, and finally, Part 4 takes up the question of writing in cultural research, also offering advice for writing up the research report or paper. In Part 5 we conclude the book by discussing the more scholarly, philosophical questions about ACP and cultural research in general, which may be raised by reviewers and members of PhD committees for example.

We discuss the basic assumptions of ACP, drawing attention to theoretical legacies that have contributed to our understanding of consumer culture. We also make an attempt to historicize the cultural turn in marketing and consumer research.

Our discussion is organized around a number of questions and answers. We hope they are also helpful for responding to the often misplaced critical questions that stu- dents who do cultural research sometimes encounter in research seminars and conferences where the audience is not entirely familiar with the basic assumptions of the cultural approach. In the course of writing this book we have received support and advice from a large number of people.

In particular, we are grateful for the comments and cri- tique that we have received from Fuat A. Moreover, we wish to express our gratitude to students at Helsinki School of Economics who have participated in our courses on qualitative research and methods. Their com- ments have greatly contributed to this book. Financially, the writing task has been partly supported by a grant from the Finnish Foundation of Economic Education.

Finally, we also would like to thank the editors of this book, Professor David Silverman and Patrick Brindle, for their continuous support and encouragement, and particularly for their most valuable comments and advice throughout the process of writing this book.

I just want to get a new phone, a new model, it has to look cool, some well-known brand of course, not too expensive — and not too complicated! The sales person starts to talk about the phones, explaining their features and benefits, frequently resorting to techno-jargon. The customer listens, asks a few additional questions, and finally buys a phone and walks out the door.

You should get one too. How can we gain insight into the everyday behavior of marketplace actors? If we interpret the little story on the basis of the knowledge we have learned from the classic textbooks on marketing management, it represents a successful market exchange.

Supply meets Demand. The story also displays different customers — different market segments and customer groups. There is the ideal customer who regularly updates the mobile device, and the non-customer, per- haps a late follower who is reluctant to accept new products, such as new techno- logical devices. However, if we re-read the same little story from a cultural perspective we notice that the above market-exchange interpretation ignores a range of points and issues that are relevant both from marketing and societal perspectives.

The cultural approach to marketing and consumer research draws attention, for instance, to the ways in which people use particular products and services for creating and sustaining social relations.

The act of not-buying particular products may represent a form of resistance against particular forms of life and identity. A cultural approach to marketing and consumer research, hence, views marketplace interaction not only in terms of economic transactions but also as a cultural form, closely related to other cultural forms, institutions, representations and practices that make up our lifestyles and daily routines.

The focus is therefore not on how people respond to mar- keting incentives or behave in a passively inherited culture. The cultural approach is rather concerned with the processes and practices through which different market actors produce and make use of products and services as cultural artifacts.

The idea is to produce cultural knowledge of the marketplace, to study how cultural, social and materials realities are constructed through marketplace processes both for consumers and marketers. In other words, we take the view that analyzing the marketplace pro- vides insight into the workings of contemporary culture. The objective of this book is to provide conceptual and methodological tools for such analysis. Here in Part 1 we specify the theoretical background and the interpretive framework that informs the discussion of qualitative marketing research in this book.

Chapter 1 introduces cultural marketing and consumer research and the methodological perspec- tive that guides the discussion of qualitative methods in this book. A more detailed discussion on the historical, conceptual and philosophical foundations of this frame- work is postponed to the very end of the book, to Part 5.

Chapter 2 then focuses specifically on evaluation, questions of validity, reliability and generalization. Introduction Recently, in the field of marketing and consumer research there has been a grow- ing interest in studying marketplace phenomena from new cultural and post- modern perspectives.

Many critics of mainstream marketing thought have argued that new perspectives and methods are needed to gain a better understanding of the cultural complexity of the increasingly multicultural and globalized market environments. Many of the published studies manifesting such an approach have focused on topics such as the cultural construction of consumer values and lifestyles e.

Some scholars have also focused on the ways in which different market actors, such as marketers and consumers, and market phenomena, such as exchange relation- ships, have been represented or constructed in marketing literature Bristor and Fischer, ; Fischer and Bristor, ; Hirschman, The gradual institutionalization of the interpretive and thus also the cultural mar- keting and consumer research began, perhaps, from a research project that has come to be known as the Consumer Behavior Odyssey see Belk, ; Kassarjian, In the summer of about two dozen academic consumer researchers traveled across the United States, from coast to coast, in a recreation vehicle RV conducting qual- itative research on American consumption.

The aim was to obtain an archive of records to be used later for various sorts of pedagogical and research purposes. Russell Belk characterizes Consumer Behavior Odyssey as an epic journey that opposed traditions in the field and sought fresh ways of acquiring knowledge about the domain and nature of consumer behavior.

The project generated numerous pub- lished papers and stimulated discussion and debate on philosophy of science and methodology, and thus contributed significantly to the development of qualitative — interpretive — research in the field of marketing and consumer research. The journal aims to promote cultural research that is cross-disciplinary or multi-perspectival. As Firat has pointed out, to study complex cultural phe- nomena it is necessary to draw upon and cross the discourses of a number of different disciplines.

Concurrently, the practitioner-oriented literature on the topic has proliferated e. In the field of advertising and brand management, for exam- ple, there has been a growing interest in meanings, symbolism and postmodern forms of affinity for example, virtual and brand communities; tribal marketing, see Kozinets, b; Cova and Cova, Echoing the concerns of many contemporary scholars and practitioners, he emphasizes that it is important to consider what the brand stands for, not only how the brand performs.

Douglas Holt , for example, has recently argued in Harvard Business Review that Nike, Harley—Davidson and many other powerful brands maintain a firm hold in the marketplace mainly because they have become cultural icons.

They do not succeed primarily because they offer distinctive benefits, trustwor- thy service or innovative technology but rather because they forge a deep connec- tion with culture. They invoke powerful cultural narratives and myths, citing culturally shared meanings, norms and values, and thus give people a sense of structure and security in their life.

Therefore, these brands continue to add value to their customers, year after year. All in all then, a new research orientation with a novel way of thinking about marketing and consumption as inherently cultural phenomena seems to be emerg- ing and taking form both in academic research and in marketing practice.

The most important cognitive goal that characterizes this orientation is, perhaps, the goal of gaining a better understanding of the cultural contingency and complex- ity of marketplace phenomena, established on shared cultural meanings and social relations. In this book, we discuss methods and methodologies for attaining such an understanding and for obtaining cultural knowledge of the marketplace in general. This perspective focuses specifically on culture and cultural practices.

ACP can be distinguished from the various forms of typically psychologically oriented interpretive marketing research that focus on the individual. In these perspectives, the importance of culture and cultural contexts of consumption is usually explicitly acknowledged but the focus of interest and empirical research is nevertheless on the individual consumers and their personal meanings, motives, perceptions and intentions.

We acknowledge that this type of psychological research on personal meanings and values, for example, may well be relevant and useful for various marketing purposes.

But intra-personal psychological constructs in all forms remain outside the scope of the cultural perspective that we discuss in this book. In Part 5 we discuss the conceptual and methodological foundations of this perspective in more detail.

Qualitative Consumer and Marketing Research

Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published' - Andrea Davies Senior Lecturer in Marketing, University of Leicester. It is very insightful, well structured, rich on practical applications, and written in an easy-to-read style.

Skip to main content Skip to table of contents. Advertisement Hide. This service is more advanced with JavaScript available. Front Matter Pages i-viii. Introduction to Qualitative Consumer and Marketing Research. Pages

Please choose whether or not you want other users to be able to see on your profile that this library is a favorite of yours. Finding libraries that hold this item Sherry Professor of Marketing, University of Notre Dame 'Qualitative Consumer and Marketing Research is an accessible, conceptually substantial and practical guide to qualitative research. Written by eminent qualitative researchers from one of the world's leading school's of Consumer Culture Theory, the book provide a substantial introduction to all elements of the research process, including design, analysis and presentation. A particular strength of the book is the advice that it gives on getting your qualitative research noticed, accepted and published' - Andrea Davies Senior Lecturer in Marketing, University of Leicester 'Written by three leading experts in the field of qualitative research, this book fills in a long-existing gap in the qualitative consumer and marketing research literature.


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Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Kozinets Published Political Science. Getting started : how to begin a qualitative research project -- Depth interviews -- Ethnography and observational methods -- Online observation and netnography -- Data collection aids -- Approaches to data analysis, interpretation and theory building for scholarly research -- Analysis, theory and presentation for managers -- Presenting, disseminating, and sharing -- Final thoughts.

Qualitative Marketing Research A Cultural Approach

Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.

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Qualitative Consumer and Marketing Research
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