Postmodern Consumer Research
：The Study of Consumption as Text
( 1 )
Publication subTitle ：The Study of Consumption as Text
Publication series ：1
Author： Hirschman Elizabeth C.;Holbrook Morris B.
Publisher： Sage Publications Ltd
Publication year： 1992
E-ISBN: 9781452253367
P-ISBN(Paperback): 9780803947436
Subject： F713.52 market investigation
Keyword： 商品销售,贸易经济
Language： ENG
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Description
The methodological choices now confronting consumer researchers are daunting and for many years, researchers have wrestled with issues related to the nature of knowledge in the study of consumption phenomena. The authors of this book examine the philosophies and methods of consumer research both objectively and subjectively. First, they present philosophical concepts regarding the origin and content of knowledge relevant to consumer-behaviour phenomena. They then go on to consider a set of research methods aimed at implementing inquiry from the viewpoint of each particular philosophical perspective. In conclusion they discuss criteria for evaluating research conducted using the various methods.
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