Includes bibliographical references (p. [196]-205) and index.
Contents
Interpretive perspectives and the independent research project -- Choosing the topic -- "Writing up" the research project -- Gathering qualitative data for interpretation -- Major themes and concepts of interpretive research -- Phenomenology -- Ethnography -- Critical research and critical discourse analysis -- Semiotics in marketing and consumer research -- Other approaches: literary theory and narrative analysis, feminism and gender studies, postmodernism and poststructuralism.
