An empirical test of paradigm shifts in marketing.
Item
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Title
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An empirical test of paradigm shifts in marketing.
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Identifier
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AAI9130341
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identifier
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9130341
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Creator
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Lemel, Rosa.
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Contributor
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Adviser: Steven P. Schnaars
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Date
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1991
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing | Statistics
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Abstract
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This dissertation investigates changes in research paradigms in the field of marketing. The issue is explored from the point of view of two distinct research philosophies--from the logical empiricists/positivists perspective, and from the relativists/idealists position. Each of these paradigms has contributed to the evolution of research methods in other disciplines. The purpose of this dissertation is to examine if this has been true in the field of marketing as well.;An empirical investigation was conducted using a random sample of articles from three major academic journals in marketing. The journals selected, the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research, are considered influential and respected refereed journals and constitutes a representative sample of research articles. Thirty-eight detailed questions were answered for each of the sample articles. The resulting data were then used to examine shifts in marketing research methods over a recent thirty year period.;The findings indicate that the research design of published studies has become increasingly sophisticated over the past three decades. This is also the case for data analysis techniques. But there is no indication that data collection is any different now than it was in 1960.;Research topics were also examined as part of this study. The sample indicates that since 1960 there has been less published on quantitative methods in marketing and on specialty topics, such as industrial and international marketing. Conversely, there has been more published on consumer behavior and marketing strategy. The journal editors' influence on the structure and content of published articles is also discussed. Finally, some recently published qualitative/relativistic articles which use nontraditional approaches are examined, and their contributions to the marketing literature is considered.;In examining shifts in research paradigms in marketing over a 30 year period, and understanding the changes that have occurred and the underlying paradigms that influence research, marketing researchers are in a better position to correct deficiencies in data collection techniques and attend to neglected areas of study. It is hoped that the results of this investigation will lead to more empirically and structurally sound research efforts in marketing.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
