C/M/188. Applying interpretive approach in marketing study

The present paper reviews the advantages and disadvantages of interpretive research paradigm. Referring to the interpretive study it shows that the use of interpretive research provides a researcher with the possibility to explore the attitudes of participants and their behavioural motives. Comparing with positivists approach the discussion shows the way interpretive approach might be used to study complex social phenomena. At the same time, the paper draws attention to various disadvantages of this research approach which come from greater degree of possible bias and the nature of data collection.