Are Current Research Approaches in Marketing Leading Us Astray?  

Oleh:

Gummesson, Evert

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 1 no. 1 (Sep. 2001), page 27–48.
Topik: action research; case study research; grounded theory; interactive research; narrative research; research methodology; theory generation
Fulltext: 27MT11.pdf (130.87KB)

Isi artikel

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 my personal journey through Methodologyland; the establishment of a Hall of Fame of my 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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