3rd Edition
Qualitative Research in Marketing and Management Doing Interpretive Research Projects
This is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects.
Bringing together concepts of qualitative research from ethnography, digital ethnography, phenomenology, assemblage theory, critical discourse analysis, semiotics, literary analysis, practice theory, postmodernism, poststructuralism and other areas, it has a uniquely pragmatic approach. The book bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. 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. This 3rd edition has been fully updated to include new examples, insights from recent research, and an improved pedagogy for logical and clarity throughout, as well as more graphics, diagrams, chapter summaries and exercises to aid understanding.
It is perfect for advanced undergraduate and postgraduate students of Marketing, Management, Consumer Behaviour and Research Methods.
Online resources include PowerPoint lecture slides.
Foreword. Introduction. Part 1: Doing qualitative research projects 1. Qualitative research projects: interpreting data 2. Deciding on the topic and designing the project 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 and associated methods- Digital ethnography; autoethnography; practice theory; assemblage theory 8. Literary theory and qualitative research- the analysis of text, narrative and stories 9. Critical research: Power, ethnicity, gender 10. Critical discourse analysis
Biography
Chris Hackley PhD is Full Professor of Marketing at Royal Holloway, University of London, UK.
This is a methods book that is easy to use. It includes all the practicalities relevant to the student, even the ones that are usually forgotten (e.g. how to work with the supervisor) – but without ever losing sight of the theoretical and philosophical embeddedness of the research process. Highly recommendable!
– Professor Søren Askegaard, Chair of Business and Social Sciences, University of Southern Denmark
It is rare to find a qualitative research book that is both user-friendly and sophisticated. Chris Hackley’s book speaks equally well to novices and experts. It covers the basics of how and why to do an interpretative research project and yet introduces advanced topics like introspection, literary analysis, phenomenology and discourse analysis.
– Professor Russell Belk, Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University, Canada
I am delighted that an accessible, comprehensive and engaging text on qualitative research within an interpretative approach has finally been written! It deals with everything a novice researcher needs to know and is an ideal jumping off point for those involved with more advanced studies. I have already recommended it to my undergraduate, masters and doctoral students!
– Professor Lisa O’Malley, University of Limerick, Ireland, and Deputy Chair of the Academy of Marketing
