Interpretive consumer research: two more contributions to theory and practice

Interpretive consumer research: two more contributions to theory and practice Presents two relatively new (to marketing) qualitative research techniques, "narrative theory" and "dimensional analysis", and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis uses as its foundation context, conditions and consequences which affect the outcome of the story. Addresses the divide between academic investigation and practitioner research and suggests that practitioners may benefit from developing theoretical frameworks to underpin data collection. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Interpretive consumer research: two more contributions to theory and practice

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Abstract

Presents two relatively new (to marketing) qualitative research techniques, "narrative theory" and "dimensional analysis", and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis uses as its foundation context, conditions and consequences which affect the outcome of the story. Addresses the divide between academic investigation and practitioner research and suggests that practitioners may benefit from developing theoretical frameworks to underpin data collection.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Mar 1, 2001

Keywords: Market research; Consumer behaviour; Qualitative techniques; Narrative

References

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