A discourse analytical approach to qualitative marketing research

Abstract

Purpose

This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.

Design/methodology/approach

The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe.

Findings

A discourse analytical framework for qualitative marketing research consisting of six central concepts – turning points, problematizations, articulations, nodal points, hegemony and deconstruction – is outlined.

Originality/value

The discourse analytical framework outlined can be used in future qualitative marketing research. It is mainly of value to marketing researchers.

Citation

Skålén, P. (2010), "A discourse analytical approach to qualitative marketing research", Qualitative Market Research, Vol. 13 No. 2, pp. 103-109. https://doi.org/10.1108/13522751011032566