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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited