Qualitative Research in Marketing and Management (2^nd Ed.) Doing Interpretive Research Projects

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books.

This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book?s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data.

It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.

Part 1: Doing Qualitative Research Projects 1. Qualitative Research Student Projects and Interpretation 2. Deciding on the topic and Designing the Study 3. Writing High Quality Research Projects: From Description to Critique 4. Gathering and Interpreting Qualitative Data Sets 5. Sociological Paradigms and Research Philosophy Part 2: Working in Theoretical Traditions of Interpretive Research 6. Practical Existential Phenomenology for Student Researchers 7. Ethnography, Digital Ethnography: Autoethnography: Practice Theory 8. Literary Theory and Qualitative Research 9. Critical Research: Power, Ethnicity, Gender 10. Discourse Analysis

Chris Hackley is Professor of Marketing at Royal Holloway, University of London, UK. He has published more than 200 books, chapters and research journal papers on topics in qualitative research, marketing, advertising and consumer policy.