Synopsis
Qualitative Methods, Part I: Interpretive Approaches by Morris B. Holbrook explores the power of interpretive research in understanding consumer behavior. This book introduces readers to qualitative research techniques that delve into the subjective experiences, emotions, and meanings consumers attach to products, brands, and services. Holbrook’s approach emphasizes the importance of context, culture, and personal narratives in shaping consumer perceptions.
Through detailed discussions of interpretive methodologies, this book offers a comprehensive overview of techniques like in-depth interviews, ethnography, and case studies, which provide deep insights into consumer behavior that quantitative methods often miss. Holbrook’s expertise guides both researchers and marketers in uncovering the complex, emotional, and often unconscious factors that influence consumer decisions.
Ideal for academics, researchers, and marketing professionals, this book serves as an essential resource for anyone looking to apply qualitative methods in consumer research. Holbrook’s clear explanations make this volume an invaluable tool for those seeking to understand the human side of marketing and consumer behavior.
About the Authors
Morris B. Holbrook is the now-retired W. T. Dillard Professor Emeritus of Marketing, Graduate School of Business, Columbia University, New York City. Holbrook received his Bachelor’s Degree from Harvard College (English Literature) in 1965, his MBA from Columbia University in 1967, and his Ph.D. in Marketing from Columbia University in 1975. From 1975 to 2009, he taught courses at the Columbia Business School in areas such as sales management, marketing strategy, research methods, consumer behavior, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing, consumer behavior, and related areas with a special focus on issues concerning communication in general and aesthetics, semiotics, hermeneutics, art, entertainment, music, jazz, motion pictures, nostalgia, animal companions, and stereography in particular. His recent books and monographs include Postmodern Consumer Research: The Study of Consumption as Text (with Elizabeth C. Hirschman, SAGE, 1992); Daytime Television Game Shows and the Celebration of Merchandise: The Price Is Right (1993); The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (with Elizabeth C. Hirschman, 1993); Consumer Research: Introspective Essays on the Study of Consumption (SAGE, 1995); Consumer Value: A Framework for Analysis and Research (edited, 1999); Playing the Changes on the Jazz Metaphor: An Expanded Conceptualization of Music, Management, and Marketing-Related Themes (2007); Music, Movies, Meanings, and Markets: Cinemajazzamatazz (2011) and Consumer Behavior: New Essays on the Study of Consumption (2025). He lives with his wife Sally on the Upper West Side of Manhattan, where he pursues hobbies such as playing the piano and vibraphone, attending jazz and classical concerts, going to movies and the theater, collecting musical recordings, making stereographic photos, watching sunsets, taking long walks, window shopping, and being kind to cats.
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