This book has evolved from personal experience of teaching and supervising in marketing, management and consumer research. This experience has been connected to the work of international students of marketing, management and consumer studies doing undergraduate, master's and in some cases PhD-level research projects, dissertations or theses. The non-attributed examples of interpretive research applications in this book are adapted from their experiences as student researchers, and mine as supervisor. I thank all the many excellent students I have been privileged to supervise.
While my own students over the years are too many to name I will specifically thank Dr Barry Ardley and his supervisors Mr David Pickton and Professor Peter Baron at De Montfort University, Leicester, UK, for giving permission for me to refer to Dr Ardley's insightful work in the chapter on phenomenological research.
I am grateful to colleagues in the universities in which I have worked over the years for many enlightening discussions on supervision and research methods in marketing and related areas. I owe a particular debt to Dr Marylyn Carrigan, Senior Lecturer and Dissertation Tutor at Birmingham Business School, the University of Birmingham, for conscientiously reading a draft of this book and offering helpful and perceptive suggestions.
Professor Morris Holbrook of Columbia University, New York, has published much definitive work that has pioneered interpretive research in marketing, consumer research and beyond. His unique contribution to the field made him an ideal person to write a foreword for this book. I am grateful for his approachability and kindness in agreeing to do so.
Finally, the book has appeared because of the encouragement and constructive critique of the anonymous reviewers of the original proposal and the enthusiasm of Routledge's Editor, Francesca. Once again, my thanks.
The book is dedicated to Suzanne, Michael, James and Nicholas.