Shelby D . Hunt Objectivity in Marketing Theory and Research
نویسنده
چکیده
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.
منابع مشابه
Objectivity in Marketing Theory and Research
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