Doing Research Projects in Marketing, Management and Consumer Research

By Chris Hackley | Go to book overview
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Foreword

Obviously, what the world needs is a how-to book that is clearly geared to the interests, talents and skills of the undergraduate or graduate student that covers the introductory material. Now, at last, into the breach strides Chris Hackley with this new text on Doing Interpretive Research. Specifically, Chris provides a carefully crafted, masterfully well-written, expertly constructed, wonderfully useful tutorial to guide the student through the process of understanding and applying the various interpretivistic approaches to marketing, management and consumer research. In essence, Chris tells the story of qualitative or post-positivistic research in a readerfriendly way that will endear itself to students even as it prepares them for applications to their own interests and careers. He offers helpful instruction for those eager to adopt approaches likely to lead towards interpretivistic epiphanies, qualitative discoveries and post-positivistic insights. Not so much 'Interpretation For Dummies', I guess, as a pithy compilation of What You've Always Wanted To Know About Interpretivistic Methods But Were Afraid To Ask.

In addressing these issues, Chris has shown remarkable breadth of coverage in a way that introduces his audience to the full spectrum of interpretivistic approaches from which to choose - ethnography, depth interviews, semiotics, hermeneutics, phenomenological methods, critical theory, literary analysis, feminist studies, postmodernism and so forth. Each approach receives careful consideration with detailed attention to both its merits and its limitations, to key learning objectives, to important caveats, to practical guidelines, and to one or more inspired illustrations. In short, Chris equips his readers with a toolkit - bordering on an arsenal - for attacking a wide range of questions as timely as they are fascinating.

Some might view the work by Hackley as a bit like a cookbook in an area suffused with postmodern relativism where, most appropriately, 'anything goes' in choosing one's ingredients and recipes. But, if so, it is a gourmet cookbook that prescribes the judicious use of truffles and foie gras in an era when other books on topics related to marketing research are fast-foodish or fad-foolish paeans to the culinary analogues of hot dogs

-vii-

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