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| Tekijä: | Tomczak, T. |
| Otsikko: | Forschungsmethoden in der Marketingwissenschaft. Ein Pladoyer fur den qualitativen Forschungsansatz (Research methods of marketing science) |
| Lehti: | Marketing
1992 : VOL. 14:2, p. 77-87 |
| Asiasana: | MARKETING THEORY QUANTITATIVE TECHNIQUES |
| Kieli: | ger |
| Tiivistelmä: | The article discusses relevance for praxis of the methods offered by mainstream marketing science. Deficiencies are pinpointed such as data mining instead of theoretical underpinning, compromises between market and social research, theoretical pluralism, the antagonism between quantitative and qualitative methods etc. |
SCIMA