Postmodern Consumer Research
by Hirschman, Elizabeth C.; Holbrook, Morris B.; Association for Consumer Research (U. S.)Format: Hardcover
Pub. Date: 1992-07-01
Publisher(s): Sage Pubns
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Summary
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.
Table of Contents
| Methods | |
| From Philosophy to Methodological Assumptions Empiricism Rationalism Socioeconomic Constructionism Interpretivism Subjectivism | |
| Evaluating Research | |
| Be Gentle With the Text Introduction | |
| The Philosophies | |
| Empiricism Socioeconomic Constructionism Interpretivism Subjectivism Rationalism | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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