Opening Up The Black Box: Switching The Paradigm Of Qualitative Research
Virginia ValentineSemiotic Solutions, United Kingdom
INTRODUCTION
"Interpretation depends on the individual- his unique combination of personality, experience and theoretical training, as well as demographic criteria such as age, sex and socio-economic group."
(Gordon and Langmaid 1988)
"Interpretation is playful, imaginative, creative, intuitive, subjective, particularistic, transformative, imaginative and representative. Interpretive insights often spring from serendipity."
(Spiggle, Journal of Consumer Research, Vol 21)
The quotes above...