Alternative Ways Of Seeking Knoledge Of Cunsumer R

Altemative Ways of Seeking noesis in Consumer Research decoration ANDERSON HUDSON JULIE L OZANNE* Two of the prevailing approaches to gaining noesis in the mixer sciences ar the positivist and interpretive approaches. Different philosophical assumptions and goals be both. We atomic name 18 better able to trance the strengths and weaknesses in the two approaches by comparing and contrasting varied p>erspectives; this juxtaposition is essential if we are to improve the counselings in virtiich we news report consumers. In this article, we discuss the influence of assumptions on different look for processes, cite problems inwrought in both perspectives, point tabu the range of positions inside the interpretive approach, and discuss the ramifications of diverse shipway of pursuit noesis for consumer research. M any ways of seeking knowledge about consumers exist. Knowledge may be gained from such(prenominal) diverse approaches as indication a novel to conduc ting a laboratory experiment. Each physical body of knowledge is valuable. However, as individual researchers, we must choose the processes by dint of which we gain knowledge. Our dramaturgy is dominated by various versions of positivity (Anderson 1986). even though the problems of positivism are well articulated in the literary productions (Anderson 1983; Olson 1981; Peter and Olson 1983).

However, the interpretive approach is origin to receive whatsoever attention as an alternative way of seeking knowledge (Belk. Sherry, and Wallendorf 1988; Hirschman 1985. 1986; Holbrook 1986; Hudson and Murray 1986; Solomo n 1986; Wallendorf 1987). The purpose of thi! s article is to explore the assumptions and goals that underlie the two predominant approaches to gaining knowledge in the social sciences. By comparing positivism to interpretivism. we seek to highlight the existence ofa number of diverse ways of seeking knowledge. Both of these research approaches include theories and methods based on different goals and underlying assumptions (Anderson 1986; Geertz 1973;Laudan...If you want to lead a fully essay, order it on our website: OrderCustomPaper.com

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