Qualitative Marketing Research: A Cultural Approach [Pehme köide]

Preface		ix
Part 1 Cultural Approach to Markets and Methods		1	(42)
1 The 'Cultural Turn' in Marketing and Consumer Research		3	(18)
Introduction		3	(4)
Taking the cultural perspective to marketing and consumer research		7	(6)
Practical relevance of cultural knowledge on the marketplace		13	(6)
Further reading		19	(2)
2 Evaluating Cultural Research		21	(22)
Introduction		21	(2)
Questions of validity, reliability and generalization		23	(8)
General principles of good epistemic practice		31	(5)
Practical relevance		36	(1)
Theoretical contribution		37	(4)
Further reading		41	(2)
Part 2 Cultural Data and Methods		43	(56)
3 Ethnographies		45	(23)
Introduction		45	(2)
Ethnography in cultural marketing and consumer research		47	(4)
Ethnographic methods and data		51	(6)
Virtual ethnography		57	(3)
Critical ethnography		60	(3)
Autoethnography		63	(4)
Further reading		67	(1)
4 Cultural Texts and Talk		68	(16)
Introduction		68	(1)
Naturally occurring textual materials		69	(2)
Personal interviews		71	(1)
Focus groups		72	(7)
Projective techniques and elicitation materials		79	(4)
Further reading		83	(1)
5 Visual Materials and Methods		84	(15)
Introduction		84	(1)
Studying visual culture and visual representation		85	(7)
Using visual methods to study culture		92	(5)
When to use visual methods and materials		97	(1)
Further reading		98	(1)
Part 3 Analysis in Cultural Research		99	(56)
6 Interpretation and Interpretive Frameworks		101	(24)
Introduction		101	(2)
What is an interpretive framework?		103	(1)
The role of theory in interpretation		104	(3)
Basic assumptions about interpretation		107	(7)
Analytic procedure		114	(1)
Conceptual tools for close reading of cultural texts		114	(6)
Techniques for managing the process of analysis		120	(4)
Further reading		124	(1)
7 Analysis in Practice		125	(22)
Introduction		125	(1)
Case 1: The process of interpretation		126	(7)
Case 2: A close reading of cultural texts		133	(14)
8 Criteria for Good Cultural Analysis		147	(8)
Basis for defining criteria		147	(1)
Insightfulness and relevance		148	(1)
Methodological coherence and transparency		149	(1)
Sensitivity to the phenomenon		150	(1)
Sensitivity to the ethics and politics of interpretation		151	(1)
Communication and credibility		152	(3)
Part 4 Writing in Cultural Research		155	(30)
9 Writing in Cultural Research		157	(13)
Introduction		157	(1)
Writing after the crisis of representation		158	(2)
Writing as a method of inquiry		160	(3)
The poetics of writing		163	(2)
The politics of writing		165	(4)
Further reading		169	(1)
10 Writing up Cultural Research		170	(15)
Introduction		170	(1)
Research writing		171	(1)
Co-authoring		172	(2)
Writing good research reports – composing good stories		174	(8)
Publishing cultural research on marketing and consumption		182	(2)
Further reading		184	(1)
Part 5 Defending Your Research Report		185	(27)
11 Theoretical Legacies and Philosophical Questions		187	(25)
Is there a theory on cultural marketing and consumer research?		187	(2)
What is ACP?		189	(1)
What sort of assumptions about language and discourse is ACP based on?		190	(4)
What does it mean that things are studied as texts?		194	(1)
How do you account for material practices in ACP?		195	(1)
How do you see structure and agency in ACP?		196	(1)
What is the conception of subjectivity in ACP?		197	(2)
What's wrong with the 'humanist' subject?		199	(2)
Why is the focus in ACP always on the political aspects of marketplace activity?		201	(2)
How does the cultural approach differ from other interpretive marketing and consumer research?		203	(1)
What is the history of cultural marketing and consumer research?		204	(6)
Further reading		210	(2)
References		212	(13)
Index		225

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. I received my Ph.D. from the Aalto University School of Economics in 2004. Since 2005, I have acted as a marketing professor at the University of Lapland. Moreover, I have 10 years of business experience within creative knowledge industries.

My research interests center, firstly, on cultural and critical approaches to consumption, marketing and tourism. Drawing upon practice-based approaches, anthropology, cultural studies, feminist studies and semiotics, I have explored topics such as body and gender, service work, knowing, sensing, and weather. Secondly, my research interests center on the development of qualitative research methodologies (ethnographies, focus groups, interviews, projective techniques, narratives).

My most recent research project investigates sleep as a social practice in the context of tourism, consumer culture and media-intensive economy. The other recent project is concerned with the role of all the senses in the meaning-making processes of consumer culture and business organizations, moving thereby beyond the visual gaze.