Alternative Ways Of Seeking Knoledge Of Cunsumer R

Altemative Ways of Seeking noesis in Consumer Research laurel wreath ANDERSON HUDSON JULIE L OZANNE* Two of the preponderant approaches to gaining noesis in the friendly sciences ar the positivist and interpretive approaches. Different philosophical assumptions and goals be both. We atomic name 18 better able to follow up the strengths and weaknesses in the two approaches by comparing and contrasting polar p>erspectives; this juxtaposition is essential if we are to improve the counselings in virtiich we deliberate consumers. In this article, we discuss the influence of assumptions on different query processes, cite problems inwrought in both perspectives, point discover the range of positions inside the interpretive approach, and discuss the ramifications of diverse slipway of seeking companionship for consumer research. M any shipway of seeking knowledge about consumers exist. Knowledge may be gained from much(prenominal) diverse approaches as indicatio n a novel to conducting 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 study is dominated by various versions of advantageousness (Anderson 1986). even though the problems of positivism are well articulated in the lit (Anderson 1983; Olson 1981; Peter and Olson 1983).

However, the interpretive approach is origin to receive around attention as an alternative way of seeking knowledge (Belk. Sherry, and Wallendorf 1988; Hirschman 1985. 1986; Holbrook 1986; Hudson and Murray 1986; Solomon 1986; Wall endorf 1987). The purpose of this 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 in full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper