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.

Writing in Cultural Research

Writing in Cultural Research


Writing After the Crisis of Representation158

Writing as a Method of Inquiry160

The Poetics of Writing163

The Politics of Writing165

Further Reading169


In this chapter we take up the topic of writing in cultural research. We argue that writing constitutes a key research activity throughout the research process, and that writing cannot be characterized as a neutral and unproblematic ...

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