On Method in Consumer Research : A Critical Relativist Perspective  

Oleh:

Anderson, Paul F.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: Journal of Consumer Research vol. 13 no. 2 (1986), page 155-173.
Topik: consumer; method; consumer research; critical relativist; perspective

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ32 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article explicates a critical relativist perspective on research in consumer and buyer behaviour. It is argued that a relativistic construal of this area is far superior to a positivistic approach because : (1) it provides a more accurate description of how knowledge is actually generated in the field, (2) it offers a more rigorous and tough - minded approach to the evaluation of knowledge claims in the discipline, and (3) it suggests a framework for coming to grips with the various problems that arise in day - to - day research. In so doing, the article develops a new model of the research generation process in social science and employs a well - known "case study" in consumer research to illustrate many of its key points.

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