Representing Consumers: Voices, Views and Visions

by Barbara Stern (Editor)

Overview

Consumer research has traditionally focused on issues of epistemology in the collection and analysis of data. As a consequence, the crisis in representation which has radically reshaped understanding in the social sciences, has, so far, had very little impact on consumer research. This book redresses the balance with an investigation of representation and constructions of 'truth' in consumer research. Subjects covered include:
* construction of the researcher and consumer voice
* quantitative tools and representation
* advertising narratives
* poetic representation of consumer experience
* the crisis in the crisis concept
* consumer-oriented ethnographic research.
The essays are written by experts from Britain and the United States and draw on a broad range of theoretical approaches.

Product Details

ISBN-13:	9780415184137
Publisher:	Taylor & Francis
Publication date:	09/24/1998
Series:	Routledge Interpretive Marketing Research
Pages:	416
Product dimensions:	6.12(w) x 9.19(h) x (d)
Lexile:	1340L (what's this?)

Table of Contents

List of plates, List of figures, List of tables, List of poems, List of contributors, Introduction: The problematics of representation, PART 1 Researchers and representation, PART 2 Representation and verbal data, PART 3 Representation and pictorial data, PART 4 Pragmatics, innovation, and critical issues, Index

Editorial Reviews

Challenges the prevailing orthodoxy in collecting and analyzing data in consumer research by examining the concept of "data" and by turning attention away from the issue of conducting research to that of representing results. Contributors span a range of theoretical approaches, drawing from modern as well as postmodern perspectives and multidisciplinary inquiry rooted in photography, literary criticism, narratology, and poetry. Chapters are in sections on researchers and representation, representation and verbal and pictorial data, and pragmatics, innovation, and critical issues. Includes b&w photos from photos essays, plus some poetry. Editor Stern is a professor of marketing and chair of the marketing department at Rutgers, The State University of New Jersey. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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