OBJECTIVITY IN MARKETING THEORY AND RESEARCH

被引：38
|
作者：
HUNT, SD
机构：
来源：
JOURNAL OF MARKETING | 1993年 / 57卷 / 02期
关键词：
D O I：
10.2307/1252028
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Many marketers contend that recent developments in the philosophy of science imply that objectivity in marketing research is an illusion, a chimera, or impossible. Five arguments are customarily put forth that supposedly demonstrate the impossibility of objectivity: (1) linguistic relativism, (2) paradigm incommensurability, (3) theories are underdetermined by facts, (4) perception is theory-laden, and (5) epistemically significant observations are theory-laden. The author evaluates the five arguments, shows that there is nothing in the philosophy of science that dooms objective marketing research, and puts forth the ''positive case'' for objectivity.
引用
收藏
页码：76 / 91
页数：16
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