商品簡介
Challenges the prevailing orthodoxy in collecting and analyzing data in consumer research by examining the concept of "data" and by turning attention away from the issue of conducting research to that of representing results. Contributors span a range of theoretical approaches, drawing from modern as well as postmodern perspectives and multidisciplinary inquiry rooted in photography, literary criticism, narratology, and poetry. Chapters are in sections on researchers and representation, representation and verbal and pictorial data, and pragmatics, innovation, and critical issues. Includes b&w photos from photos essays, plus some poetry. Editor Stern is a professor of marketing and chair of the marketing department at Rutgers, The State University of New Jersey. Annotation c. Book News, Inc., Portland, OR (booknews.com)
