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- W1650878062 abstract "There has been a great tendency in favor of quantitative research methods in academic literature, which caused undervaluing the role and importance of qualitative research methods. Since using quantitative methods has been a publishing criterion, nearly every social concept and phenomenon has been analyzed quantitatively. However there could emerge some limitations in studies that analyze for example “marketing approach”, “customer satisfaction”, “brand equity” etc. and only use quantitative methods. Quantifying whole extent of the phenomenon cannot be always possible. Moreover, the findings of field studies might be insufficient when there is a big difference between espoused theory and theories-in-use, especially in consumer studies. Interpretivist approach to consumer studies suggest “understanding and interpreting” customer behavior despite the “estimating” and “modeling” aim of positivistic approach. Because consumption process is getting more and more complex in consumer societies, estimating and modeling consumer behavior is getting a heavier task to undertake. Qualitative research techniques, which have interpretivist focus, may propose more efficient tools for understanding and interpreting theories-in-use. Multidisciplinarity allows us to understand and interpret consumption processes in a broader vision. In this article, philosophical background of research methods, characteristics of qualitative and quantitative research methods in social sciences and some of commonly adapted multidisciplinary qualitative research perspectives are analyzed." @default.
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- W1650878062 title "TÜKETİCİ DAVRANIŞLARI ALANINDA KALİTATİF ARAŞTIRMALARIN ÖNEMİ VE MULTİDİSİPLİNER YAKLAŞIMLAR" @default.
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