Review: Dominik Schrage & Markus R. Friederici (Eds.) (2008). Zwischen Methodenpluralismus und Datenhandel [Between Methodological Pluralism and Data Trading: A Contribution to the Sociology of Commercial Consumer Research]

  • Renate Buber Wirtschaftsuniversität Wien
Keywords: market research, research methodology, qualitative methods, commercial consumption research, Internet

Abstract

The focus of the papers in the edited volume "Between Methodological Pluralism and Data Trading" is on the role of commercial consumption research from a sociological point of view. After an introduction about the importance of commercial consumption research, crucial questions of methodological pluralism and data trading are discussed. Alongside the identification of validity as a marker of prestige in commercial consumption research, the transfer between academic and commercial research is outlined with practical examples and a comprehensive empirical study. The importance of the Internet in consumption research is discussed with reference to personalized mass consumption and the transparency of markets. URN: urn:nbn:de:0114-fqs1002209

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Author Biography

Renate Buber, Wirtschaftsuniversität Wien
Renate BUBER ist Ass. Professorin an der Abteilung für Nonprofit Management der Wirtschaftsuniversität Wien. Zu ihren Forschungsschwerpunkten gehören qualitative Methoden der Markt- und Marketingforschung sowie das Konsument/innenverhalten.
How to Cite
Buber, R. (2010). Review: Dominik Schrage & Markus R. Friederici (Eds.) (2008). Zwischen Methodenpluralismus und Datenhandel [Between Methodological Pluralism and Data Trading: A Contribution to the Sociology of Commercial Consumer Research]. Forum Qualitative Sozialforschung / Forum: Qualitative Social Research, 11(2). https://doi.org/10.17169/fqs-11.2.1452