...Michael J.G. Parnwell; Kelly Meng Purpose This paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the specific context of luxury consumption. The paper starts with a critique...

... for those interested in joining the authors in this collective discovery of the sacred. Design/methodology/approach Contributors answered the following four questions: How has the study of sacred consumption evolved since you started researching the field? What would be the critical methodological...

.../methodology/approach The current study focuses on the body and spirit. Self‐reflective empirical narratives from China and India evidence interpretive findings that suggest that crystallization help us to create an emic understanding of those studied and affirms our commitment to them. Findings...

... Methodology Management education This very readable research methods textbook is now in its second edition. Whilst the target audience is primarily undergraduate business and management students, the book can usefully be read by postgraduate students. I have used the first edition with both groups...

... of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern...

...Wai‐sum Siu; David A. Kirby Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews...

..., the greater part has employed quantitative methods. Current thought is that the concepts of networks and networking could be better investigated using more qualitative methods, and an appropriate methodology is suggested. This article describes an ongoing qualitative study which aims to discover how small...

...Jonathan Boote; Ann Mathews In comparison to other techniques of data collection, observation rarely appears as a research methodology in the marketing literature: this may be because the technique is regarded as time‐consuming or as delivering data which lack the depth and qualitative richness...