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For an interpretive approach of the consumer behavior modelling
[Pour une approche interprétative de la modélisation du comportement du consommateur]

Author

Listed:
  • Jean-Philippe Galan

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, UVHC - Université de Valenciennes et du Hainaut-Cambrésis, IAE de Valenciennes)

Abstract

Consumer research has always been and still is massively constituted by positivist and hypothetico-deductive inquiries. For the past 20 years a lot of alternative approaches have been emerging and it now seems absolutely necessary to review the traditionally instituted practices of our field when it comes to statistics. That is what this article aims to do, by deconstructing actual research canons and pointing out new mixed methodological approaches. These methodological innovations and thoughts could help us to avoid the threat of a definitive schism of our research field.

Suggested Citation

  • Jean-Philippe Galan, 2013. "For an interpretive approach of the consumer behavior modelling [Pour une approche interprétative de la modélisation du comportement du consommateur]," Post-Print hal-03240028, HAL.
    • Handle: RePEc:hal:journl:hal-03240028
    as

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