Paradigms in Consumer Behaviour  

Oleh:

Sihombing, Sabrina Oktoria

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 4 no. 2 (May 2002), page 149-176.
Topik: CONSUMER BEHAVIOUR; alternative paradigm; methodologies; paradigm; positivism

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

A paradigm influences what we see and conceive about certain facts. Paradigm can also influence what we accept as a truth. Yet, the debate over which paradigm and methodology is best suit for marketing and consumer behaviour has begun since 1980s. Many researchers criticized the domination of logical empiricism paradigm and compares them with positivism paradigm. This article will also point to the importance of reconciliation between qualitative and quantitative paradigm in order to improve marketing and consumer behaviour studies.

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