DEZ ANOS DE CONSUMER CULTURE THEORY: DELIMITAÇÕES E ABERTURAS

Abstract

Reviews the book, Interpretative Consumer Research: Paradigms, Methodologies and Applications by Susanne Beckmann and Richard Elliott (Eds.) (2002). The book's contribution to the field could have been enhanced if there had been some coverage of the topic of how to gauge rigor in interpretive research. Positivistic scholars are familiar with validity and reliability standards to reduce bias in research. But, they may not be as comfortable with the narrative criteria of trustworthy data. Post-positivistic scholars are concerned with rigor, but employ alternative standards and research design strategies to ensure it. They strive for trustworthiness criteria: credibility, transferability, dependability and confirmability. The result is trustworthy data instead of unbiased data. Authenticity criteria become paramount when participants are involved in the research design. All in all, this is a carnival of reading. Have fun with this book. It does not pretend. It is genuine, authentic and full of intellectual surprises. (PsycINFO Database Record (c) 2016 APA, all rights reserved)