Literature Review
Prepared by Michael Ling
LITERATURE REVIEW SAMPLE SERIES NO. 7 Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346-361. AND Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Prepared by Michael Ling Email: msc_ling@yahoo.com.au
Note: Michael Ling is the sole author of this document. You’re welcomed to use its contents but, as a courtesy, please quote the source of this paper http//www.michaelling.net/
Page 1
Prepared by Michael Ling
Introduction
The following two articles are examples of „positivist‟ and „interpretive‟ styles of research in the marketing discipline. Section A provides a brief introduction about the two articles Section B compares and contrast the ways in which the „convincingness‟ of the field research is constructed and narrated in the two papers.
Selected Articles
(i) Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346-361. (ii) Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
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Prepared by Michael Ling
SECTION A
Thompson et al. (1990) – a case of ‘Interpretive’ research. One of the fundamental tenets of interpretive research is that the reality we know of is socially constructed and one of the ways to understand (verstenhen) it, as opposed to explain (erklärung) it, is through the lived experiences of those who live in them (Willis 2007). In exploring the everyday consumer
LITERATURE REVIEW SAMPLE SERIES NO. 7 Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346-361. AND Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Prepared by Michael Ling Email: msc_ling@yahoo.com.au
Note: Michael Ling is the sole author of this document. You’re welcomed to use its contents but, as a courtesy, please quote the source of this paper http//www.michaelling.net/
Page 1
Prepared by Michael Ling
Introduction
The following two articles are examples of „positivist‟ and „interpretive‟ styles of research in the marketing discipline. Section A provides a brief introduction about the two articles Section B compares and contrast the ways in which the „convincingness‟ of the field research is constructed and narrated in the two papers.
Selected Articles
(i) Thompson, C. J., Locander, W. B., & Pollio, H. R. (1990). The Lived Meaning of Free Choice: An Existential-Phenomenological Description of Everyday Consumer Experiences of Contemporary Married Women. Journal of Consumer Research, 17(3), 346-361. (ii) Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Page 2
Prepared by Michael Ling
SECTION A
Thompson et al. (1990) – a case of ‘Interpretive’ research. One of the fundamental tenets of interpretive research is that the reality we know of is socially constructed and one of the ways to understand (verstenhen) it, as opposed to explain (erklärung) it, is through the lived experiences of those who live in them (Willis 2007). In exploring the everyday consumer
References: Belk, R. W., Wallendorf, M., & Sherry, J. F. (1989). The Sacred and Profane in Consumer Behavior: Theodicy on the Odyssey. Journal of Consumer Research, 16(June), 1-38. Bhaskar, R. (1979). The Possibility of Naturalism. NJ: Humanities Press. Golden-Biddle, K. & Locke, K. (1993). Appealing Work: An Investigation of How Ethnographic Texts Convince. Organization Science, 4(4), 595-616. Guba, E. & Lincoln, Y. (1994). Competing Paradigms in Qualitative Research. In Denzin, N.K. & Lincoln, Y.S. (Eds), Handbook of Qualitative Research. Thousand Oaks, CA: Sage, 105-17. Hammersley, M. (1992). By what Criteria should Ethnographic Research be Judged? In Hammersley, M. What’s Wrong with Ethnography. London: Routledge. Heath, T. B. (1992). The Reconciliation of Humanism and Positivism in the Practice of Consumer Research: A View from the Trenches. Journal of the Academy of Marketing Science, 20(2), 107-118. Hirschman, E. C. (1986). Humanistic Inquiry in Marketing Research: Philosophy, Method and Criteria. Journal of Marketing Research, 23(August), 237-249. Hudson, L. A. & Ozanne, J. L. (1988). Alternative Ways of Seeking Knowledge in Consumer Research. Journal of Consumer Research, 14(March), 508-521. Hunt, S. D. (1989). Naturalistic, Humanistic and Interpretive Inquiry: Challenges and Ultimate Potential. In Hirschman, E. C. (Eds) Interpretive Consumer Research. Provo: Association for Consumer Research, 185-198. Hunt, S. D. (1991). Positivism and Paradigm Dominance in Consumer Research: Toward a Critical Pluralism and Rapprochement. Journal of Consumer Research, 18(June), 32-44. Lincoln, Y. S., & Guba, E. (1985). Naturalistic Inquiry. California: Sage. Rosenberg. A. (1988). Philosophy of Social Science. CO: Westview Press. Spencer, L., Ritchie, J., Lewis, J., & Dillon, L. (2003). Quality in Qualitative Evaluation: A Framework for Assessing Research Evidence. London: Government Chief Social Researcher‟s Office. Willis, W. J. (2007). Foundations of Qualitative Research: Interpretive and Critical Approaches. London: SAGE Publications. Yardly, L. (2000). Dilemmas in Qualitative Health Research. Psychology and Health, 15, 215-228. Page 11