Thoughts on theory: Post-qualitative research and the possibility of new theorising

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract / Description of output

Does the birth of post-qualitative research come at the cost of the death of conventional qualitative inquiry? Has post-qualitative research killed qualitative methodologies as we know them? This chapter explores the meaning and motivation of post-qualitative research, explaining how it takes issue with qualitative methodologies that are rooted almost solely in human experience. It explores the benefits of conducting research that includes multispecies and the nonhuman other (e.g. animals, insects) to broaden our understanding of the world and increase our capacity for empathetic stances toward phenomena and subjects. In examining the prescriptive tools that currently shape how we do qualitative inquiry and dictate what constitutes researchable data, I invite fellow researchers to re-envision data collection and analysis in our field of marketing, as well as the very possibility of the researcher as subject.
Original languageEnglish
Title of host publicationHandbook of Qualitative Research Methods in Marketing
EditorsRussell W. Belk , Cele Otnes
PublisherEdward Elgar Publishing
Chapter8
Pages80-91
Edition2
ISBN (Electronic)9781035302727
ISBN (Print)9781035302710
DOIs
Publication statusPublished - 17 Sept 2024

Publication series

NameResearch Handbooks in Business and Management

Keywords / Materials (for Non-textual outputs)

  • posthumanist theory
  • post-qualitative research
  • qualitative nonhuman research

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