Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.

Visual Materials and Methods

Visual Materials and Methods

Introduction84

Studying Visual Culture and Visual Representation85

Using Visual Methods to Study Culture92

When to Use Visual Methods and Materials97

Further Reading98

CHAPTER SUMMARY

This chapter focuses on visual representation and on the ways in which visual materials can be used in cultural research both as data and as elicitation materials. Specifically, it takes up themes such ...

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