The future of interpretivist research methodology is phygital: towards smart data to address marketplace dynamics and consumer paradoxes in hybrid (physical & digital) settings Submission deadline: 30 June, 2023 Most scholars across different disciplines approach interpretivism in opposition to positivism, which values objectivity (Hunt, 1991). In contrast to positivism, interpretivism promotes the idea that … Continue reading Call for papers: Qualitative Market Research