The Handbook of Qualitative Research Methods in Marketingresearch paradigms such as grounded theory and semiotics research contexts such as advertising and brandsdata collection methods such as projectives and netnographydata analysis methods such as metaphoric and visual analysespresentation topics such as videography and reflexivityapplications such as ZMET applied to Broadway plays and depth interviews with executivesspecial issues such as multi-sited ethnography and research on sensitive topics.

Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.