연구패러다임의 변화와 소비자학 분야에 적용된 질적 연구 고찰

Research Paradigms" Shift and Literature Review of Qualitative Research Applied to Consumer Studies

&nbsp;&nbsp;Despite the recently increased interest in the qualitative research methodology due to a change in research paradigm, the current condition sees that actual research materials on qualitative approach are not much published. This study is to examine detailed research methodologies in qualitative research paradigm and how such methodologies are utilized in the field of consumer studies, and contribute to a presentation of direction for a various and in-depth study beyond the level of academic studies dedicated to a quantitative research.<BR>&nbsp;&nbsp;In this regard, we reviewed in detail 4 research methodologies such as Ethnography, Grounded Theory, Narrative, and Phenomenology as the qualitative research methodology frequently accepted in comparison in the field of consumer studies and analyzed theses which used a qualitative research methodology among the research theses reported to academic journals of the related academic societies till 2006. As a result of an analysis, it was found out that only 10 theses among the ones in academic journals of the 5 related academic societies in total from 1994 till 2006 were the research materials through a qualitative approach. Thus, it can be confirmed that the research in the field of consumer studies in Korea has still been heavily focused on a quantitative research.