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| Author: | Zinkhan, G. M. Hirscheim, R. |
| Title: | Truth in marketing theory and research: an alternative perspective |
| Journal: | Journal of Marketing
1992 : APR, VOL. 56:2, p. 80-88 |
| Index terms: | MARKETING MARKETING THEORY MARKETING RESEARCH MARKETING LITERATURE INDIVIDUAL BEHAVIOUR SCIENTIFIC RESEARCH |
| Language: | eng |
| Abstract: | The possibility of a marketing science is examined. It is shown that the characteristics of such a science must come to grips with the idea of "truth" and the role truth plays in theory and research. The issues that shape the notion of marketing science are discussed. Two limiting factors in viewing marketing as a science are mentioned: 1. marketing as an applied field and 2. marketing's attempts to explain human behaviour - a phenomenon that is mutable, unpredictable, and reactive. A scientific realist perspective is proposed, which can be useful for describing some of the "scientific" explanations offered in the marketing literature. |
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