2.50
Hdl Handle:
http://hdl.handle.net/2436/15818
Title:
Consumer research, interpretive paradigms and methodological ambiguities
Authors:
Goulding, Christina
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.
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
Type:
Article
Language:
en
Description:
Metadata only
ISSN:
03090566
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorGoulding, Christina-
dc.date.accessioned2008-01-08T12:11:13Z-
dc.date.available2008-01-08T12:11:13Z-
dc.date.issued1999-
dc.identifier.citationEuropean Journal of Marketing, 33:9/10en
dc.identifier.issn03090566-
dc.identifier.doi10.1108/03090569910285805-
dc.identifier.urihttp://hdl.handle.net/2436/15818-
dc.descriptionMetadata onlyen
dc.description.abstractThe 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.en
dc.language.isoenen
dc.publisherMCB UP Ltden
dc.relation.urlhttp://www.emeraldinsight.com/10.1108/03090569910285805en
dc.subjectConsumer behaviouren
dc.subjectData analysisen
dc.subjectData collectionen
dc.subjectGrounded theoryen
dc.subjectStrategiesen
dc.subjectPhenomenologyen
dc.subjectQualitative techniquesen
dc.titleConsumer research, interpretive paradigms and methodological ambiguitiesen
dc.typeArticleen
All Items in WIRE are protected by copyright, with all rights reserved, unless otherwise indicated.