Representing Consumers: Voices, Views, and VisionsBarbara B. Stern 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: |
Contents
The problematics of representation | 1 |
BARBARA B STERN | 16 |
using signs | 27 |
Quantitative tools and representation | 44 |
PART 2 | 55 |
Daring consumeroriented ethnography | 87 |
a hermeneutic | 127 |
55 | 149 |
a visual approach | 193 |
an ethnoscopic autoautoauto | 231 |
PART 4 | 265 |
Multimedia approaches to qualitative data | 308 |
83 | 334 |
representing multimethod | 339 |
slacker scholarship and | 365 |
some reflections on the minds eye | 384 |