Edited by Russell W. Belk
Chapter 12: Stories: How they are Used and Produced in Market(ing) Research
Gillian C. Hopkinson and Margaret K. Hogg Stories . . . collecting them as data and telling them as theory. (Scott and Scott, 2000: 128) Introduction There is a growing interest in and use of stories in marketing research (e.g. Grayson, 1997a, 1997b; Thompson, 1997; Fournier, 1998; Escalas and Bettman, 2000; Hopkinson and Hogarth-Scott, 2001; Deighton and Das Narayandas, 2004). However, the diverse uses to which stories are put may bewilder marketing scholars wanting to use stories in their research or readers seeking to make use of story-based research. In writing this chapter we aim to introduce the reader to something of the breadth of feasible storied research approaches and to relate fundamental research issues to particular approaches to stories. We do not intend to limit the ways in which stories are used in marketing research or to establish one dominant approach. Rather we hope to highlight and discuss the critical decisions involved in the design of research in such a way as to assist researchers making decisions about using stories in their research designs, and also research audiences appraising research which ﬂows from stories. In the ﬁrst part of our chapter we compare and contrast research presented in two recent articles, which we take as excellent exemplars of their type, within the ﬁeld of consumer behaviour. These articles are Dahl, Honea and Manchanda (2003), ‘The nature of self-reported guilt in consumption contexts’, in Marketing Letters; and Susan Fournier’s (1998) ‘Consumers and their brands: developing relationship theory in consumer research’, in Journal of...
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