Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing
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 method...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2010-09-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1109.pdf |
| _version_ | 1797726944034291712 |
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| author | João Felipe Rammelt Sauerbronn Eduardo André Teixeira Ayrosa |
| author_facet | João Felipe Rammelt Sauerbronn Eduardo André Teixeira Ayrosa |
| author_sort | João Felipe Rammelt Sauerbronn |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T10:52:43Z |
| format | Article |
| id | doaj.art-a2e331726c72441a838e4d1041597c87 |
| institution | Directory Open Access Journal |
| issn | 1415-6555 1982-7849 |
| language | English |
| last_indexed | 2024-03-12T10:52:43Z |
| publishDate | 2010-09-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | RAC: Revista de Administração Contemporânea |
| spelling | doaj.art-a2e331726c72441a838e4d1041597c872023-09-02T06:51:15ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492010-09-01145854870Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de MarketingJoão Felipe Rammelt SauerbronnEduardo André Teixeira AyrosaMany 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.http://www.anpad.org.br/periodicos/arq_pdf/a_1109.pdfinterpretive research methodsinterpretive interactionisminterpretive consumer research. |
| spellingShingle | João Felipe Rammelt Sauerbronn Eduardo André Teixeira Ayrosa Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing RAC: Revista de Administração Contemporânea interpretive research methods interpretive interactionism interpretive consumer research. |
| title | Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing |
| title_full | Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing |
| title_fullStr | Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing |
| title_full_unstemmed | Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing |
| title_short | Sobre Convergência e a Prática Metodológica do Interacionismo Interpretativo na Pesquisa Acadêmica de Marketing |
| title_sort | sobre convergencia e a pratica metodologica do interacionismo interpretativo na pesquisa academica de marketing |
| topic | interpretive research methods interpretive interactionism interpretive consumer research. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1109.pdf |
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