Dr Tony
sharing his experiences
London School of Economics and Political Science’s (LSE) Professor Dr Tony Wilson gave a talk titled “Researching the Malaysian consumer: looking beyond the Likert scale” at Sungai Long Campus on 16 June 2016.
Dr Tony, who is a visiting senior research
fellow, stressed on the importance of using a hermeneutic perspective to
research Malaysian consumers. “With this hermeneutic perspective in the
methodology, it enhances the validity and reliability of the qualitative
research,” he said.
He emphasised on the best values of “Embodied”,
“Equipped”, and “Emplaced” to align with points of interpretation in
defining themes and identity that allow reflection on tacit horizons of
understanding in the research.
Besides research, Dr Tony is currently writing a book titled Consumption, marketing and practice theories: A hermeneutic perspective for Routledge's Interpretive Marketing Series.
His other works include Global advertising, attitudes and audience (Routledge), Understanding Media Users (Wiley-Blackwell), published articles in the Journal in Qualitative Market Research, and others.
The event was jointly organised by the Faculty of
Accountancy and Management (FAM) and Centre for Sustainable Development and
Corporate Social Responsibility (CSDCSR).
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