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Postmodern Consumer Research
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Postmodern Consumer Research
The Study of Consumption as Text


Volume: 1
Other Titles in:
Consumer Marketing

September 1992 | 152 pages | SAGE Publications, Inc
The methodological choices now confronting consumer researchers are daunting and for many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. The authors of this book examine the philosophies and methods of consumer research both objectively and subjectively. First, they present philosophical concepts regarding the origin and content of knowledge relevant to consumer-behaviour phenomena. They then go on to consider a set of research methods aimed at implementing inquiry from the viewpoint of each particular philosophical perspective. In conclusion they discuss criteria for evaluating research conducted using the various methods.
 
Introduction
 
PART ONE: THE PHILOSOPHIES
 
Empiricism
 
Socioeconomic Constructionism
 
Interpretivism
 
Subjectivism
 
Rationalism
 
PART TWO: METHODS
 
From Philosophy to Methodological Assumptions
 
Empiricism
 
Rationalism
 
Socioeconomic Constructionism
 
Interpretivism
 
Subjectivism
 
PART THREE: EVALUATING RESEARCH
 
Be Gentle With the Text

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ISBN: 9780803947436
£49.99

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