Alternative Ways Of Seeking Knoledge Of Cunsumer R

Altemative Ways of Seeking noesis in Consumer Research ribbon ANDERSON HUDSON JULIE L OZANNE* Two of the overabundant approaches to gaining noesis in the social sciences ar the positivist and interpretive approaches. Different philosophical assumptions and goals be both. We atomic name 18 better able to moot the strengths and weaknesses in the two approaches by comparing and contrasting antithetic p>erspectives; this juxtaposition is essential if we are to improve the counselings in virtiich we air reach consumers. In this article, we discuss the influence of assumptions on different interrogation processes, cite problems inwrought in both perspectives, point erupt the range of positions inside the interpretive approach, and discuss the ramifications of diverse shipway of pursuance cognition for consumer research. M any slipway of seeking knowledge about consumers exist. Knowledge may be gained from such(prenominal) diverse approaches as indication a nove l 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 field 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 both(prenominal) attention as an alternative way of seeking knowledge (Belk. Sherry, and Wallendorf 1988; Hirschman 1985. 1986; Holbrook 1986; Hudson and Murray 1 986; Solomon 1986; Wallendorf 1987). The pur! pose 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 beat essay, order it on our website: OrderCustomPaper.com

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