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| Tekijä: | Goulding, C. |
| Otsikko: | Consumer research, interpretive paradigms and methodological ambiguities |
| Lehti: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 859-873 |
| Asiasana: | MARKETING CONSUMER BEHAVIOUR DATA ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | The 1980s and 1990s have witnessed a growing application of qualitative methods, particularly in the study of consumer behavior. 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 transgression, and the mixing of methods without a clear justification and explication of "why" and "how". |
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