There are myriad ways through which the researcher of the study can carry out the consumer research. The two most renowned methods for the purpose are positivist and interpretive approach. Both of the approaches are dependent on differing assumptions such as real life evidences and constitute knowledge in the study .
The positivist research is based on myriad forms of positivism. The positivist approach is on the basis of numerous assumptions. In the view of the positivists, there is reality in everything and which is constant and stable. The positivists believe that the reality is the set of fragments and divisible parts which are combined together and be presented as the reality that can come up in the scientific setting wherein the independent variables can be controlled. Therefore, the positivist approach enables the researcher, to collect the data from multiple subjects and provide accurate answers to the reality of the things (Sarantakos, 2012).
On the other hand, the interpretive approach is based on the belief that there is no true reality in the world. According to the interpretive belief, the reality is considered as a social construct and realities which happen due to different perspectives of different people. As per this belief, there is no one reality and numerous realities are subject to change. Therefore, people should be studied in the real and natural context rather than be removed in positivist approach. Introspective analysis of the data is attached to the interpretive study. The belief of the interpretive also surrounds the evolving research design because the process of research is consistently evolving (Goldkuhl, 2012).