Concerning convergence and the methodological practice of interpretive interactionism in academic marketing research

João Felipe Rammelt Sauerbronn and Eduardo André Teixeira Ayrosa

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2010, vol. 14, issue 5, 854-870

Abstract: Many issues on marketing and consumer behavior remain uninvestigated because of the research community's lack of interest or because of methodological difficulties. We present in this paper our experience using Interpretive Interactionism in academic marketing research and its consequences on methodological practice. Discussing the ontological and epistemological aspects of a doctoral dissertation, we show how we managed to use the method developed by Norman Denzin (1989). This option has proved its adequacy to the investigation approach adopted. Even though it was necessary to adapt the method, Interpretive Interactionism has offered an applied solution to the problem of dealing with the huge amount of qualitative data. Improving comprehension of interpretive research methods, we hope to offer support to other researchers interested in alternative research methods.

Date: 2010
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