search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Haigh, J. Crowther, G. |
| Title: | Interpreting motorcycling through its embodiment in life story narratives |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 555-572 |
| Index terms: | Consumer research Interviewing Motor cycle industry Qualitative research |
| Language: | eng |
| Abstract: | Contemporary consumer research's increasing objective is to better understand the actual life experiences of consumers, therefore, the more qualitative approaches become crucial in acquiring information and answering guestions usually overlooked by traditional quantitative-based methods. This paper examines motorcyclist life sroty narratives to gain information how narrative approaches assist in understanding voluntary risk-taking. |
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