Book Review: Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey

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Hirschman

Elizabeth C.

(1986), “Humanistic Inquiry in Marketing Research: Philosophy, Method and Criteria,” Journal of Marketing Research, 23 (August), 237–49.

Levy

Sidney J.

(1981), “Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior,” Journal of Marketing, 45 (Summer), 49–61.

Lincoln

Yvonna S.

and Guba

Egon

(1985), Naturalistic Inquiry. Beverly Hills, CA: Sage Publications, Inc.

Van Maanen

John

(1988), Tales of the Field: On Writing Ethnography. Chicago: University of Chicago Press.