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Perspectives on Methodology in Consumer Research (Paperback, Softcover reprint of the original 1st ed. 1986)
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Perspectives on Methodology in Consumer Research (Paperback, Softcover reprint of the original 1st ed. 1986)
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Methodological advances in consumer behavior are increasing
rapidly. We can characterize these advances by work in two
logically separate but functionally related areas: (a) the
philosophical underpinnings of our methods, and (b) the analytic
strategies for examining the phenomena of interest in the field. An
important aspect in communicating these advances is the
demonstration of their use on focal problems in consumer behavior.
Current research strategies and analytic techniques in the field of
consumer research reflect the dominant logical empiricist
epistemology. The develop ment of new epistemologies (e.g.,
scientific relativism, hypothetical realism), however, is likely to
modify the dominant logical empiricist approach and is also likely
to influence the analytic strategies used to conduct research. For
instance, with the increased awareness of scientific relativism and
hypothet ical realism, greater emphasis is anticipated for
idiographic rather than nomo thetic designs, for observational
rather than experimental designs, for process rather than static
analyses, and for more sophisticated techniques for summariz ing
findings across studies. The major theme underlying this volume is
that conceptual, analytic, and sub stantive diversity are essential
for consumer behavior research to advance. Col lectively, the
chapters we present in this volume are a diverse set of
perspectives for the study of consumer behavior. This volume is
organized into three parts: (1) philosophical orientations toward
consumer behavior research, (2) analytic strategies for consumer
behavior research, and (3) applications of these orientations and
strategies to current research areas."
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