• Consumer research, interpretive paradigms and methodological ambiguities

      Goulding, Christina (MCB UP Ltd, 1999)
      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.
    • Emotion: the missing part of systems methodologies

      Wang, Catherine L.; Ahmed, Pervaiz K. (MCB UP Ltd, 2003)
      This conceptual paper first examines the critical evolutionary stage of systems methodologies – from hard systems to soft systems, and elaborates their different focuses. This paper further explores the granularity of the “softness” of systems methodologies, and identifies a missing part: emotion. The emotional aspect of systems is associated to various soft elements of systems methodologies, such as value, perception, human well-being, creativity and learning. Unfortunately, existing literature does not demonstrate a sufficient consideration of the role of emotion in systems methodologies. This paper incorporates the emotional aspect and discusses the role of emotion in effective systems methodologies.
    • Grounded theory: the missing methodology on the interpretivist agenda

      Goulding, Christina (MCB UP Ltd, 1998)
      There has been considerable discussion in recent years over the application of interpretive methodologies such as phenomenology, hermeneutics, and semiotics within the field of marketing research, particularly consumer behaviour. However, while these approaches have inspired a wealth of publications, scant attention has been paid to the potential of grounded theory. This is attributed largely to misconceptions regarding both the principles of the method and the two distinct approaches associated with the original authors, Glaser and Strauss (1967). The paper outlines the development of the method and explicates the philosophy underpinning its procedures. Finally, it suggests that grounded theory if applied in its true sense has scope and potential for the study of consumer behaviour and consumption experiences given its emphasis on context, theoretical emergence, and the social construction of realities.