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Quantitative analyses for consumer research: interpretive turn or turmoil?
[Les analyses quantitatives pour la recherche en comportement du consommateur : tournant ou tourmente interprétativiste ?]

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)

Abstract

This paper raises the question of the role of quantitative models interpretive research, by presenting the main points of the practical approach for modelling the consumer behavior and which place the researcher facing its subjectivity. Moreover, this work asked the issue of subjectivity in the use of quantitative methods which, like the phenomenological interviews, photographs, introspection, etc.., enrich the marketing toolbox whose purpose is less prediction and globalization as providing a point of view on a consumption phenomenon. The aim of this paper is not to construct a theory but only to present statistic cases that suggest that the quantitative approach, if it its purpose, fails to be objective and gives to the researcher a wide margin of interpretation.

Suggested Citation

  • Jean-Philippe Galan, 2010. "Quantitative analyses for consumer research: interpretive turn or turmoil? [Les analyses quantitatives pour la recherche en comportement du consommateur : tournant ou tourmente interprétativiste ?]," Post-Print hal-03245627, HAL.
    • Handle: RePEc:hal:journl:hal-03245627
    as

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