Alternative research methods: introducing marketing sensing, a qualitative and interpretive perspective on research

This chapter examines research from an interpretive perspective where qualitative methods are predominantly used. We present that qualitative methods may be used by researchers seeking to gain deeper insights and understanding of underlying issues particularly in the context of social science studies which often involve people and organisations in a social setting. We will argue that such methods can be used within an interpretive philosophy, or may be combined with quantitative methods in a pragmatic and mixed methods approach. Whilst the chapter considers traditional methods associated with qualitative research, such as depth interview and focus group, it also introduces several alternative methods and techniques which may be used by researchers seeking to gain creativity in their research design and presentation and provide deeper understanding to build their analysis and research conclusions. The chapter is arranged in two parts. In part one, we examine issues of context, philosophy, approach and strategy. In part two, we examine issues of strategy and methods, planning, data collection, and data presentation.