Approaching quanlitative methods: Why qualitative research? ; Five models of qualitative research ; Applications of qaulitative methods for marketing -- Getting ready to research: Issues and concerns ; Designing a study and writing a proposal -- Choosing a research model: History, living biography, and self-narrative ; Using the case method ; Phenomenology and grounded theory ; Using an ethnographic approach -- Data collection: techniques and tools: Observation and fieldwork ; Ways of knowing: field interview ; Ways of knowing: structured interviews ; Projective techniques -- Text analysis and reporting: Analyzing visual and material text ; Analyzing verbal data ; Writing field stories and narrative reports

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