Beteiligte: | |
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In: | Journal of Marketing, 57, 1993, 2, S. 76-91 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 76-91 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1177/002224299305700206 |
veröffentlicht in: | Journal of Marketing |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p>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.</jats:p> |