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Author(s): Minita Sanghvi (Skidmore College, USA)
Copyright: 2015
Pages: 19
Source title: Market Research Methodologies: Multi-Method and Qualitative Approaches
Source Author(s)/Editor(s): Amandeep Takhar-Lail (University of Bedfordshire, UK)and Ali Ghorbani (Payame Noor University, Iran)
DOI: 10.4018/978-1-4666-6371-8.ch001

Keywords: Business Science Reference / Library & Information Science / Marketing and Consumer Behavior / Research Methods

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Abstract

This chapter provides an essential building block for this book, as it elucidates the philosophical foundations of the interpretivist and positivist paradigms that beget the qualitative and quantitative methodologies. It examines the historical beginnings of qualitative research and focuses on the following issues: a) location of the researcher and its effects on authorship, b) power dynamics with native researchers, c) researching sensitive topics, d) balance of power, and e) citation practices in interpretive inquiry. The aim of this chapter is to help situate the author to be more reflexive about his or her research.

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