haku: @author Gummesson, E. / yhteensä: 12
viite: 3 / 12
| Tekijä: | Gummesson, E. |
| Otsikko: | Are current research approaches in marketing leading us astray? |
| Lehti: | Marketing Theory
2001 : VOL. 1:1, p. 27-48 |
| Asiasana: | RESEARCH MARKETING ANALYTICAL REVIEW MARKET THEORY |
| Kieli: | eng |
| Tiivistelmä: | This article is about methodology in research in marketing. It questions the mainstream choice of approaches and suggests alternative directions with qualitative rather than quantitative inquiry in focus. It deals with the author's personal journey through Methodology and the establishment of a Hall of Fame of the author's favorite research approaches supplemented with a Chamber of Horror; and a brief commentary on some pivotal concepts in science. It concludes that the absence of the development of general marketing theory is partly due to the preoccupation with erroneously chosen methodology and claims that scholarly research boils down to four basic strategies: curiosity, courage, reflection, and dialogue; the rest is technical support. |
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