Interpretive perspectives and the independent research.- Project, page 4.- Choosing the topic, page 38.- 'Writing up' the research project, page 73.- Gathering qualitative data for interpretation, page 106.- Major themes and concepts of interpretive research, page 137.- Phenomenology, page 171.- Ethnography, page 196.- Critical research and critical discourse analysis, page 219.- Semiotics and marketing and consumer research, page 249.- Literary theory and narrative analysis: feminism.