search query: @author Fitchett, J.A. / total: 2
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| Author: | Davies, A. Fitchett, J.A. |
| Title: | Beyond incommensurability? Empirical expansion on diversity in research |
| Journal: | European Journal of Marketing
2005 : VOL. 39:3-4, p.272-293 |
| Index terms: | History Marketing Market research |
| Freeterms: | Empirical expansion |
| Language: | eng |
| Abstract: | This article is a practical attempt to contribute to the ongoing reappraisal of the dichotomies and categories that have become prevalent throughout marketing research. The article also reviews current literature on incommensurability and undertakes a comparative re-examination of two studies. There is an applied exposition of theoretical debates in marketing research concerning paradigm incommensurability. Limitations/implications of this research - the comparative analysis is illustrative rather than representative. |
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