История последнего времени

Исторически сложилось так, что в маркетинге применялся один основной качественный метод. Использование анализа единичных случаев стало традицией. Однако в конце 1950-х -начале 1960-х научные исследования оказали серьезное воздействие и на отделы маркетинга, и на работающих там людей, и на ход их работы. Северо-Западный Университет нанял несколько социальных психологов, занимающихся качественными исследованиями, таких как Steuart Henderson Britt, меня, Philip Kotler, Gerald Zaltman, Bobby Calder and John Sherry. Многие закончили докторантуру, работая над качественными исследованиями (John Myers (1968), Thomas Robertson (1967), Richard Bagozzi (1974), Fuat Firat (1978), Dennis Rook (1985, 1987), Aaron Ahuvia (1998), Güliz Ger (1992), Douglas Holt (1995) and Deborah Heisley (1990)). Маркетинговые исследования в других учебных заведениях также признали влияние наук о поведении на маркетинг; некоторые из них также обратились к изучению качественных методов.

С момента создания Ассоциации Исследований Потребителей в 1970 году и журнала с аналогичным названием в 1974, в течение 35 лет наблюдался нескончаемый поток отчетов о работах по качественным методам. Основные обзоры по этой теме подготовили Engel, Kollat и Blackwell in 1968(«Потребительское поведение»), Howard and Sheth в 1969 («Теория поведения покупателя»), Joel B. Cohen (1972, «Основы поведенческой науки потребительского поведения») и, позднее, Shay Sayre (2001). Michael Solomon (2005) в своем учебнике дает обзор, показывающий, какого прогресса добилась наука о потреблении, в том числе упоминает и качественные исследования. Критически настроенные потребители по-прежнему винят исследователей в том, что те видят в них исключительно материалистов; постмодернисты, как правило, пытаются найти корень зла в корпоративной власти и политике, и отрицательном воздействии эпохи (Firat and Dholakia, 1998; Askegaard and Firat, 1997).

Так[MO6] же это направление разрабатывалась «второй европейской волной»: можно назвать, например, Roland Barthes (1957), Michel Foucault (1969), Jean Baudrillard (1981) and Pierre Bourdieu (1987); а также все движение по изучению семиотики, прежде всего David Mick (1986) и Hanne Larsen (1991). Dominique Bouchet (2005) способствовал разработке качественных исследований в университете в Дании, он работал вместе со своими студентами и коллегами Per Østergaard (1991) и Søren Askegaard (1991). Из Ирландии приходили провокационные идеи Stephen Brown и Darach Turley (1977).

К сожалению,[MO7] здесь невозможно перечислить всех, кто оказал воздействие на развитие этой научной области, однако некоторые работы имеют непосредственное влияние на продвижение и упрочение современных разработок по качественным исследованиям. Например, чтобы описать огромный вклад Russell E. Belk понадобилась бы целая глава, так как этот автор является невероятно трудоспособным и продуктивным. Читатели могут обратиться к его автобиографии (2005) и увидеть не только его публикации, но и фильмы. Он написал работу «Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey» (1991), которую можно назвать одной из наиболее значительных для всей истории качественных исследований. Morris B.Holbrook (1981, 1995) отмечает огромный вклад Belk, сумевшего из интереса к качественным исследованиям перейти от системной технической работы к символическому материалу, что особенно ярко проявилось в его любимых «звериных» метафорах. Индивидуально, а иногда совместно с Elizabeth C. Hirschman (1992), он осветил огромное количество научных тем. Barbara Stern (1988), Edward McQuarrie (1991), John Schouten (1991) смогли применить свою особую литературную чувствительность при исследовании маркетинговых коммуникаций.

Также стоит отметить особый вклад антропологов: John Sherry (1995, 1998), Eric Arnould, Linda L. Price and Cele Otnes (1999), Eric Arnould (2001), Grant McCracken (1988) and Annamma Joy (1982), с их креативными и провокативными работами. Robert V.Kozinets (2002) привносит в исследования особенную актуальность, добавляя в них такие феномены, как «Star Trek» и «Burning Man». Постмодернистское мышление и его использование являют Fuat Firat и Alladi Venkates, редакторы журнала «Потребление, Рынок и Культура». Видной фигурой в данном исследовательском поле является Melanie Wallendorf, индивидуально или в соавторстве с Arnould (1991), Belk (1987), Sherry (Belk, Wallendorf and Sherry 1989), Zaltman (1983) и другими, она опубликовала значительное количество научных работ. Craig Thompson (Thompson, Loccander and Pollio, 1989) и Douglas Holt (Holt and Thompson, 2002) работая совместно и по отдельности, исследуют такие темы современной культуры, как бейсбол, «Starbucks» и мускулинность. Cele Otnes, Richard F. Beltramini (1996) и Mary Ann McGrath (1989) пишут о феномене дарения. Jeffrey Durgee очень вдумчиво и живо соединяет качественную теорию с ее применением (2005). Все эти и некоторые другие научные подходы будут еще представлены в разных главах настоящего учебника.

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