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Keywords: Contextualisation
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (3): 433–448.
Published: 27 October 2023
... of current research, drawing particular attention to problems of reductionism, poor representativeness and weak contextualisation in research that adopts a positivist epistemology. The paper then highlights some of the contributions that interpretivist scholarship is making, and can potentially make, to our...
