Interpretive consumer research: how far have we come?

Isabelle Szmigin (Isabelle Szmigin is a Lecturer in Marketing in the Department of Commerce, University of Birmingham, Edgbaston, UK.)
Gordon Foxall (Gordon Foxall is Professor of Consumer Behaviour in the Department of Management, Keele University, Staffordshire, UK.)

Qualitative Market Research

ISSN: 1352-2752

Publication date: 1 December 2000

Abstract

Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in consumer behaviour and criticisms made against it. Methodological issues centring on the trustworthiness of this type of research are explored, as well as the friction that traditionally has existed between art and science. An argument is made for an inclusive rather than exclusive approach, allowing the existence of differing approaches and assuming each has a contribution to make to the furtherance of consumer behaviour research.

Keywords

Citation

Szmigin, I. and Foxall, G. (2000), "Interpretive consumer research: how far have we come?", Qualitative Market Research, Vol. 3 No. 4, pp. 187-197. https://doi.org/10.1108/13522750010349288

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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