Also, the method could be used to identify common characteristics, or find strategic patterns across venues or people. Interpretive approach seeks to understand general concepts in specific contexts, uncover explanations about beliefs or underlying behaviour, reproduce and or capture time, place or culture for making intelligent conclusions about actions that people take.
Lin (1998) described how interpretive and positivist qualitative work are different. There are differences in motivations, preferences, and actions which cannot be represented numerically. In the positivist approach, specifics within propositions are identified or tested. In the interpretive approach, the details are integrated into systems. The manifestations of beliefs are specific to cases. Positivist work comments about general principles of relationships by recognizing patterns that are general. Interpretive work does the same by identifying the general pattern in practice. It has been considered that interpretive approach can give confidence in conclusions.
Researchers in social science have been critical of the aim of social science for provision of an objective and absolute view of the world. There has been a call for a reflexive stance for recognition of all social activity. This includes the research process that forms an ongoing accomplishment that is endogenous. This has resulted in the emergence of themes including a representation crisis; emphasis on constructive language nature; and reflexive research. This consequence is a debate about the methodology of reflexive research. The business practices at McDonald’s provide an interesting platform for reflexive analysis. Cunliffe (2003) has suggested the enactment of reflexivity through layers of narrative circularity. The narrative approach has been adopted for the McDonald`s study and customers and managers have been asked to describe their