Alternative Ways of Seeking Knowledge in Consumer Research

Abstract

Two of the predominant approaches to gaining knowledge in the social sciences are the positivist and interpretive approaches. Different philosophical assumptions and goals underlie both. We are better able to see the strengths and weaknesses in the two approaches by comparing and contrasting different perspectives; this juxtaposition is essential if we are to improve the ways in which we study consumers. In this article, we demonstrate the influence of assumptions on different research processes, cite problems inherent in both perspectives, point out the range of positions within the interpretive approach, and discuss the ramifications of diverse ways of seeking knowledge for consumer research.