Interpretation in Social Life, Social Science, and Marketing

✍ Scribed by John O'Shaughnessy

• Publisher: Routledge
• Year: 2009
• Tongue: English
• Leaves: 236
• Series: Routledge Interpretive Marketing Research
• Edition: 1
• Category: Library

✦ Synopsis

'Interpretation' is used as an umbrella for bringing together a wide range of concepts and developments in the philosophy of social science that provide the foundation for clear thinking about social phenomena. In his new book, John O’Shaughnessy familiarises the reader with the nature of interpretation and its importance in social life, decision making in social science enquiries and consumer marketing, thus offering a multidisciplinary approach to problems of bias and uncertainty.

Thus, this book is novel in its outlook and comprehensive in its approach. Whereas past studies in interpretation have focused on hermeneutical methods, O’Shaughnessy goes further considering the role of interpretation in social interactions, in undertaking scientific work, in the use of statistics, in causal analysis, in consumer evaluations of products and artifacts and in interpreting problematic situations together with the corresponding biases arising from emotional happiness and the concepts employed.

✦ Table of Contents

Book Cover......Page 1
Title......Page 4
Copyright......Page 5
Contents......Page 6
Preface......Page 8
1 Interpretation and Methodology......Page 10
2 Interpretation and Perspectivism......Page 35
3 The Interpretive Stance in the Study of Human Behavior......Page 64
4 Interpretation and Concepts......Page 89
5 Interpretation of Effects (Causes)......Page 109
6 Interpretation of a Problematic Situation (Abduction)......Page 143
7 Interpretation of Words, Symbols and Behavior (Text Hermeneutics)......Page 167
8 Artifact Interpretation......Page 188
Notes......Page 206
Index......Page 224