Alternative Ways of Seeking Knowledge in Consumer Research
- 1 March 1988
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 14 (4) , 508-521
- https://doi.org/10.1086/209132
Abstract
Two of the predominant approaches to gaining knowledge in the social sciences are the positivist and interpretive approaches. Different philosophicalKeywords
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