Doing Research Projects in Marketing, Management and Consumer Research

By Chris Hackley | Go to book overview
Save to active project


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


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Doing Research Projects in Marketing, Management and Consumer Research


Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 210

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?