Analysis and Interpretation of Qualitative Data in Consumer Research Article Analysis and Summary

When it comes to the capacity of knowing and utilizing the truth about human basics [especially in connection with thinking and behavior], it could be understood that no particular research procedure could efficiently give specifically accurate data as desired. In the article presented by Susan Spiggle, the said matter has been proven specifically through the use of both research and experimentation. In this particular article, Spiggle tries to create a comparative discussion directed to both the alternative perspectives versus that of the positivist perspectives of research and how they affect studies on consumer behavior. To be able to set a source of foundation for such comparison, Spiggle tries to create a series of tests and analysis that could create relative indications of connection between the said points of perspectives. First is that of the attempt to understand the meaning of texts through embracing particular procedures of research interpretation. Second is that of the use on the context of the research and results garnered altogether. Third is that of the use of qualitative and quantitative data analysis. Fourth is the assumptive use of the emergent research designs that are commonly utilized at present.