As interpretive research perspectives become increasingly influential in many fields of social science research, so it becomes more important for experienced researchers to become familiar with the philosophical perspectives, data gathering techniques and analytical methods that derive from interpretive research. This book draws on these interpretive traditions to illustrate precisely how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Offering many practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a practical guide to researching and writing a research project. Topics covered include:- Choosing the topic Gathering qualitative data for interpretation Themes and concepts of interpretive research Semiotics, marketing and consumer research Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.
Chris Hackley is Senior Lecturer of Marketing at Birmingham Business School, Birmingham University. He has published extensively on the subject of marketing and research.