Purpose – Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an overview of these methods and offers some guidelines for their use. Design/methodology/approach – We...

Missionaries, monetary funds, and marketers make strange bedfellows. The paradisal visions that they promote appear quite distinct. It seems to slander some more than others to label all three as pimps. And despite the phenomenon of serial addictions, the religious zealots, impoverished...

"This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was...