Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity
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A01=Shelby D. Hunt
Author_Shelby D. Hunt
Category=KJSM
classical
Conceptual Framework Relativism
Convergent Realism
Cowpox Virus
Critical Realism
Critical Scientific Realism
Dogmatic Falsificationism
Dogmatic Skepticism
empiricism
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
graduate marketing theory
historical epistemology
humean
Humean Skepticism
Inductive Statistical Method
Kuhnian Relativism
Lakatos's Theory
logical
logical empiricism
Maximum Problem Solving
mechanics
Pe Rc
Perceptual Mechanisms
philosophy of science debates
positivism
positivist research
Pragmatic Success
Proximal Stimuli
qualitative methods analysis
Quantitative Research
quantum
Quantum Mechanics
Realist Ontological Position
Research Program
science
scientific
scientific realism
skepticism
Suppe 1977b
Uninterpreted Reality
Van Fraassen
Product details
- ISBN 9780765609311
- Weight: 453g
- Dimensions: 152 x 229mm
- Publication Date: 31 Mar 2003
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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In this book distinguished theorist and author Shelby D. Hunt analyzes the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory. He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.
