Doing Research Projects in Marketing, Management and Consumer Research

By Chris Hackley | Go to book overview

Chapter 1

Interpretive perspectives and the independent research project

Chapter outline

This chapter explains the scope, perspective and structure of the book. Doing Research Projects in Marketing, Management and Consumer Research is aimed at a very broad range of student researchers working in and across management and marketing subject areas. It has a distinctive approach that combines practical hints and insights with new theoretical developments. This approach emphasizes everyday, practical management problems and issues; creative, inductive research designs; and the use of naturally occurring research data sets.

Chapter objectivesAfter reading this chapter the student will be able to
• appreciate the role of the research project in the student's management education
• understand important distinctions, such as those between exploratory and confirmatory research designs
• be aware of the scope of possible research topics in marketing and management research
• understand the nature and importance of the supervisory relationship

Who this book is for

This book is written primarily as a practical guide for students doing a research project for the first time. However, it will also be useful for those with some experience of social research in business and management fields who want to learn more about interpretive theories and methods. Many students on taught business and management courses are not familiar with social science research concepts and terms. The independent research

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