A discourse analytical approach to qualitative marketing research

Purpose This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw. Design/methodology/approach The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe. Findings A discourse analytical framework for qualitative marketing research consisting of six central concepts – turning points, problematizations, articulations, nodal points, hegemony and deconstruction – is outlined. Originality/value The discourse analytical framework outlined can be used in future qualitative marketing research. It is mainly of value to marketing researchers.