Qualitative Research in Marketing and Management
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.
Table of Contents
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.
'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!' — Søren Askegaard, 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.' — Russell Belk, Distinguished Research Professor and Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University, Canada
'Chris Hackley is the best in the business. And this book is Chris at his best. It's clear, concise, compelling, and chock-full of clever ideas. If you have a dissertation to write, this is the book for you.' — Stephen Brown, Professor of Marketing Research at Ulster University, UK
'In this important text, Chris covers the key aspects of interpretive research – including the collection of qualitative data, the phenomenological underpinnings, (auto)ethnography, literary criticism, semiotics and hermeneutics. Every serious student of marketing and management should take the opportunity to review this valuable introduction to a topic of great relevance to studies in the business area.' — Morris B. Holbrook, W. T. Dillard Professor Emeritus, Graduate School of Business, Columbia University, USA
'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 Chair of Academy of Marketing Research Committee
'There are few books on how to do qualitative marketing and management research projects. Professor Hackley is an expert in designing qualitative research projects and analysing qualitative data through interpretive approach. This book provides an invaluable guideline to new and experienced researchers alike.' — Norman Peng, Professor in Marketing, Glasgow School for Business and Society, Glasgow Caledonian University, UK
'Professor Hackley presents an excellent guide to using social science-based interpretative methods for researchers and students undertaking qualitative research projects in marketing and management. As he points out, "All research entails interpretation of something," and improving our understanding of social phenomena using qualitative techniques is increasingly important for business students, academic researchers and practitioners.' — Michael Saren, Professor of Marketing, University of Leicester and Visiting Professor, Birmingham University Business School, UK
'This book provides a one-stop shop that introduces interpretive methods to marketing and management researchers and research students. Clearly presented, with useful, up-to-date examples that include practical guidance, relevant for a wide range of interpretive research.' — Jonathan Schroeder, William A. Kern Professor, School of Communication, Rochester Institute of Technology, New York, USA
'This is an excellent introduction for students who wish to conduct rigorous interpretive research in marketing, consumer research, organization, or management studies. The book is well organised, all chapters have clear objectives, and the glossary of key terms at the end of each chapter is a valuable resource. Professor Hackley speaks directly to students and as a result the book is easy to follow and digest. This book is destined to be on reading lists around the world, and it will certainly be on mine.' — Avi Shankar, Professor of Consumer Research, School of Management, University of Bath, UK