TODA YUMIKO    Department   Undergraduate School  , School of Global Japanese Studies    Position   Associate Professor
Language	Japanese
Publication Date	2022/09
Type	Academic Journal
Invitation	Invited paper
Title	Some problems of narrative method and the applicability to the historical research in marketing
Contribution Type	Sole-authored
Journal	Japan Marketing History Review
Journal Type	Japan
Volume, Issue, Page	pp.226-235
Authorship	Lead author
Details	In the social sciences, materials are collected through direct interviews with the concerned parties. The interviewsurvey method may be a question-and-answer or a format in which the subject is asked to describe a wide range of situations related to a particular event. The latter method of approaching speci c phenomena using the storytelling of the experiences of the people involved is conceptualized as a narrative in the social sciences and positioned as one of the qualitative research methods. In this research, the author  rst mentions the con ict between quantitative analysis and qualitative research in the next section. In section 3, the author summarizes the characteristics of narrative study and provides an overview of oral history research and life history research, which are the areas of narrative analysis. In Section 4, the author addresses the problems of narratives and, in conclusion, discusses the applicability of these methods to historical research in marketing.
URL for researchmap	https://www.jstage.jst.go.jp/article/jmhr/1/2/1_226/_article/-char/ja