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Wolverhampton Intellectual Repository and E-Theses > Business School > Management Research Centre  > Consumer research, interpretive paradigms and methodological ambiguities

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/15818
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Title: Consumer research, interpretive paradigms and methodological ambiguities
Authors: Goulding, Christina
Citation: European Journal of Marketing, 33:9/10
Publisher: MCB UP Ltd
Issue Date: 1999
URI: http://hdl.handle.net/2436/15818
DOI: 10.1108/03090569910285805
Additional Links: http://www.emeraldinsight.com/10.1108/03090569910285805
Abstract: The 1980s and 1990s have witnessed a growing application of qualitative methods, particularly in the study of consumer behaviour. This has led to some division between researchers on the basis of methodological orientation, or a positivist/interpretivist split. Much of the criticism regarding qualitative research centres on issues of clarity, methodological transgressions, and the mixing of methods without clear justification and explication of “why” and “how”. Offers the example of phenomenology and grounded theory, two methods which are often treated as one. Compares and contrasts them in relation to underpinning philosophies, procedures for sampling, data collection and techniques for analysis. Suggests that methods are “personal” and that researcher introspection and the philosophical basis of a given methodology should form the starting-point for enquiry.
Type: Article
Language: en
Description: Metadata only
Keywords: Consumer behaviour
Data analysis
Data collection
Grounded theory
Strategies
Phenomenology
Qualitative techniques
ISSN: 03090566
Appears in Collections: Management Research Centre

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