1st Edition
Interpretation in Social Life, Social Science, and Marketing
Preface. 1. Interpretation and Methodology. 2. Interpretation and Perspectivism. 3. The Interpretive Stance in the Study of Human Behavior. 4. Interpretation and Concepts. 5. Interpretation of Effects (Causes). 6. Interpretation of a Problematic Situation (Abduction). 7. Interpretation of Words, Symbols and Behavior (Text Hermeneutics). 8. Artifact Interpretation. Notes. Index.
Biography
John O'Shaughnessy is Professor Emeritus at the Graduate School of Business, Columbia University and formerly Senior Associate at the Judge Institute, Cambridge University and is the author or co-author of fourteen books on business topics, including Persuastion in Advertising and The Undermining of Beliefs in the Autonomy and Rationality of Consumers, also published by Routledge.
"Finally an authoritative book that places marketing research firmly within a comprehensive social science framework by recognising the centrality of social relationships and the dynamics of the inter-personal, of perspective, and of meaning-making in a phenomenal world. Professor O’Shaughnessy draws the topic into a rich applied focus and careful reading of this book will reward by inspiring and catalysing valuable research in the field, thus opening the minds of students and researchers alike"
Dr Richard J Varey, Professor of Marketing at The Waikato Management School, New Zealand
