Doing Research Projects in Marketing, Management and Consumer Research

By Chris Hackley | Go to book overview

Chapter 10

Other approaches

Literary theory and narrative analysis, feminism and gender studies, postmodernism and poststructuralism

Chapter outline

This chapter looks at several important and useful research perspectives that are often used in combination. While these perspectives develop distinctively different kinds of 'take' on social research, they also have a number of important overlapping areas which makes them particularly useful for multi-perspective studies. The chapter introduces important concepts and explains some ways in which these might be applied in data analysis by student researchers.

Chapter objectivesAfter reading this chapter students will be able to
• appreciate some important commonalities between interpretive social science research and literary studies
• understand some major principles and concepts of selected literary theories and gender and feminist studies
• see how concepts and ideas from postmodernist writing have become influential in interpretive social research

Literary theory and the study of rhetoric in marketing and management

Literary theory has offered many concepts and insights that have been used by researchers developing qualitative, interpretive approaches in management and marketing studies. In the UK and the USA this has been reflected in many articles in the leading research journals (e.g. Stern, 1989, 1990; Easton and Aráujo, 1997; Brown, 1999; Holbrook, 1990). Rhetorical analysis has played a major role in the 'linguistic turn' in interpretive marketing and consumer research alluded to by Brown (1995, p. 147),

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