Wilson, Tony - In: Qualitative Market Research: An International Journal 15 (2012) 3, pp. 230-241
Purpose – Consumer discourse is a narrative of generically (in)formed, goal‐directed activity. If research interprets such practice, it is often deemed to draw upon phenomenology. Returning to the philosophers (Gadamer, Heidegger, Merleau‐Ponty and Ricoeur) who shaped phenomenology, the...