@inbook{b98d7e6810064d428d9a4aedd683324c,
title = "Thoughts on theory: Post-qualitative research and the possibility of new theorising ",
abstract = "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.",
keywords = "posthumanist theory, post-qualitative research, qualitative nonhuman research",
author = "Victoria Rodner",
year = "2024",
month = sep,
day = "17",
doi = "10.4337/9781035302727.00015",
language = "English",
isbn = "9781035302710",
series = "Research Handbooks in Business and Management",
publisher = "Edward Elgar Publishing",
pages = "80--91",
editor = "{Belk }, {Russell W.} and Otnes, {Cele }",
booktitle = "Handbook of Qualitative Research Methods in Marketing",
address = "United Kingdom",
edition = "2",
}