| 書(shū)目名稱(chēng) | Perspectives on Methodology in Consumer Research | | 編輯 | David Brinberg,Richard J. Lutz | | 視頻video | http://file.papertrans.cn/745/744886/744886.mp4 | | 圖書(shū)封面 |  | | 描述 | Methodological advances in consumer behavior are increasing rapidly. We can characterize these advances by work in two logically separate but functionally related areas: (a) the philosophical underpinnings of our methods, and (b) the analytic strategies for examining the phenomena of interest in the field. An important aspect in communicating these advances is the demonstration of their use on focal problems in consumer behavior. Current research strategies and analytic techniques in the field of consumer research reflect the dominant logical empiricist epistemology. The develop- ment of new epistemologies (e.g., scientific relativism, hypothetical realism), however, is likely to modify the dominant logical empiricist approach and is also likely to influence the analytic strategies used to conduct research. For instance, with the increased awareness of scientific relativism and hypothet- ical realism, greater emphasis is anticipated for idiographic rather than nomo- thetic designs, for observational rather than experimental designs, for process rather than static analyses, and for more sophisticated techniques for summariz- ing findings across studies. The major theme underlying th | | 出版日期 | Book 1986 | | 關(guān)鍵詞 | Evaluation; awareness; coding; cognition; interaction; marketing; physics; psychology | | 版次 | 1 | | doi | https://doi.org/10.1007/978-1-4613-8609-4 | | isbn_softcover | 978-1-4613-8611-7 | | isbn_ebook | 978-1-4613-8609-4 | | copyright | Springer-Verlag New York Inc. 1986 |
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