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| Tekijä: | Davies, A. Fitchett, J.A. |
| Otsikko: | Beyond incommensurability? Empirical expansion on diversity in research |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:3-4, p.272-293 |
| Asiasana: | History Marketing Market research |
| Vapaa asiasana: | Empirical expansion |
| Kieli: | eng |
| Tiivistelmä: | 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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