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| Tekijä: | Thompson, C. |
| Otsikko: | Modern truth and postmodern incredulity: a hermeneutic deconstruction of the metanarrative of "scientific truth" in marketing research |
| Lehti: | International Journal of Research in Marketing
1993 : AUG, VOL. 10:3, p. 325-338 |
| Asiasana: | MARKETING RESEARCH FUTURE SCIENCE |
| Kieli: | eng |
| Tiivistelmä: | A hermeneutic deconstruction is offered of the metanarrative of scientific truth as it has been advocated in the marketing literature as essential to the integrity of marketing research. Specific consideration is given to the proposal that adherence to this metanarrative is essential to the scientific integrity of marketing research and the related claim that incredulity toward this metanarrative could precipitate a wide array of detrimental consequences. |
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