Qualitative Marketing Research

PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS/PART ONE: CULTURAL APPROACH TO MARKETS AND METHODS/`Cultural Turn' in Marketing and Consumer Research/Evaluating Cultural Research/PART TWO: CULTURAL DATA AND METHODS/Ethnographies/Cultural Texts and Talk/Visual Materials and Methods/PART THREE: ANALYSIS IN CULTURAL RESEARCH/Interpretation and Interpretive Frameworks/Analysis in Practice/Criteria for Good Cultural Analysis/PART FOUR: WRITING CULTURAL RESEARCH/Writing in Cultural Research/Writing up Cultural Research/PART FIVE: DEFENDING YOUR RESEARCH REPORT/Theoretical Legacies and Philosophical Questions