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| Author: | Hunt, S.D. |
| Title: | Objectivity in marketing theory and research (Marketingtheorie) |
| Journal: | Journal of Marketing
1993 : APR, VOL. 57:2, p. 76-91 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | Many marketers contend that recent developments in the philosophy of science imply that objectivity in marketing research is an illusion or impossible. Arguments are customarily put forth that supposedly demonstrate the impossibility of objectivity. The author evaluates these arguments, shows that there is nothing in the philosophy of science that dooms objective marketing research, and puts forth the 'positive case' for objectivity. |
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