The  Handbook of Qualitative Research Methods in   Marketing  offers both basic and advanced treatments intended to serve   academics, students, and marketing research professionals. The 42 chapters   begin with a history of qualitative methods in marketing by Sidney Levy and   continue with detailed discussions of current thought and practice in:     * research paradigms such as grounded theory and semiotics    * research contexts such as advertising and brands   * data collection methods such as projectives and netnography   * data analysis methods such as metaphoric and visual analyses    * presentation topics such as videography and reflexivity   * applications such as ZMET applied to Broadway plays and depth interviews   with executives   * special 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.

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