search query: @indexterm SOCIAL SCIENCES / total: 174
reference: 117 / 174
| Author: | Hunt, S. D. |
| Title: | Truth in marketing theory and research |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 1-15 |
| Index terms: | MARKETING THEORY MARKETING RESEARCH SCIENCE SOCIAL SCIENCES |
| Language: | eng |
| Abstract: | The traditional view of truth as the central goal of marketing theory and research has been questioned in marketing's crisis literature. Relativistic truth and the views of Kuhn are reviewed, critical relativism and truth in marketing are discussed. "Relational philosophy" is proved to be incoherent, origins of incoherences are analyzed. Critical relativism refers to truth as a utopian goal; it is argued that this "utopian" criterion fails. The reasoned pursuit of truth returned to the philosophy of science. Fundamental tenets of scientific realism are discussed, their implications are applied to the social sciences, especially to marketing. But to claim that a scientific proposition is true, is not to claim that it is certain. |
SCIMA