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    Consumer research, interpretive paradigms and methodological ambiguities

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    Authors
    Goulding, Christina
    Issue Date
    1999
    
    Metadata
    Show full item record
    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
    URI
    http://hdl.handle.net/2436/15818
    DOI
    10.1108/03090569910285805
    Additional Links
    http://www.emeraldinsight.com/10.1108/03090569910285805
    Type
    Journal article
    Language
    en
    Description
    Metadata only
    ISSN
    03090566
    ae974a485f413a2113503eed53cd6c53
    10.1108/03090569910285805
    Scopus Count
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    Faculty of Social Sciences

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