Aimed at an audience that includes academics, students, and marketing research professionals, the 42 contributions presented by Belk (marketing, Schulich School of Business, York U., Canada)
collectively introduce concepts, methods, and applications for qualitative marketing research. Opening chapters address the history of the field and current conceptual paradigms. A section on
research context contains chapters on research in advertising, researching the cultures of brands, and researching brands ethnograhphically. Other chapters address data collection methods,
including ＂Netnography,＂ projective methods, the extended case method, oral history, video-elictation, and focus groups, as well as data analysis methods. Issues of research presentation are
examined and current applications are presented. A number of special issues are considered in the final group of chapters, including the use of multi-sited ethnographic market studies, research
on ethnicity and consumption, and the etiquette of qualitative research. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
