A critical analysis of the uses to which qualitative inquiry is put in marketing and management research is offered. The naive romantic belief that qualitative qualitative is inherently liberating and empowering is also criticized. The relationship between positivism, qualitative inquiry and the audit culture is analyzed.
Get full access to this article
View all access options for this article.
References
1.
BrandtL.W. (1973). The physics of the physiscist and the physics of the psychologist.International Journal of Psychology, 8, 61–72.
2.
BrinkmannS., & KvaleS. (2005). Confronting the ethics of qualitative research.Journal of Constructivist Psychology18, 157–181.
3.
ComteA. (1975). Auguste Comte and positivism: The Essential Writings. (LenzerG., Ed.). Chicago: University of Illinois Press. (Quoted after Michell, 2003).
4.
Danish Department of Finances (1995). Budget95 redegørelse.Copenhagen: Finansministeriet.
5.
EysenckH. J. (1973). The Measurement of Intelligence.Lancaster: Medical and Technical Publishing Co.
HammersleyM. (1999). Some reflections on the current state of qualitative research.Research Intelligence, 70, 16–18.
8.
ImmsM., & EreautG. (2002). An introduction to qualitative market research.London: Sage.
9.
KerlingerF. N. (1979). Behavioral research.New York: Holt, Reinehart & Winston.
10.
KvaleS. (1996). InterViews — An introduction to qualitative research interviewing.Thousand Oaks, CA: Sage Publications.
11.
KvaleS. (2006). Dominance through interviews and dialogues.Qualitative Inquiry, 12(6), 480–500.
12.
LatourB. (2000). ‘When Things Strike Back — A Possible Contribution of ‘Science Studies’ to the Social Sciences’.British Journal of Sociology, 51: 107–123.
13.
LincolnY. (2005). Institutional Review Boards and methodological conservatism. In: DenzinN., & LincolnY. (Eds.). (3rd ed.) The Sage Handbook of Qualitative Research (pp. 165–181). Thousand Oaks, CA: Sage Publications.
14.
LyotardJ-F. (1984). The postmodern condition: A report on knowledge.Manchester, UK: Manchester University Press.
15.
MautherM., Birch, JessopJ., & MillerA. (Eds.) (2002). The ethics of qualitative research.London: Sage.
16.
MichellJ. (2003). The quantitative imperative: Positivism, naïve realism and the place of qualitative methods in psychology.Theory & Psychology, 13, 5–31.
17.
RoethlisbergerF. J., & DicksonW. J. (1939). Management and the Worker.New York: Wiley.
18.
RyanK. E., & HoodL. (2006). Guarding the castle and opening the gates. In DenzinN., & GiardinaM. (Eds.). Qualitative Inquiry and the Conservative Challenge (pp. 57–78). Walnut Creek, CA: Left Coast Press.
19.
TedlockP., & MannheimT. (Eds.) (1995). The dialogical emergence of culture.Champaigne, IL: University of Illinois Press.
20.
VaughS., SchummJ. S., & SinagubJ. (1996). Focus groups interviews in education and psychology.Thousand Oaks, CA: Sage.
