Evaluating alternative research paradigms: a market-oriented framework

Article Abstract:

There are two main research paradigms used in marketing: positivist and social constructionist. Positivism assumes that consumers are passive and do not make their own decisions. The positivist model also does not acknowledge the human aspect of decision-making. Social constructionism claims that consumers are active agents who respond to their environment. Each has a different attitude towards a given product which has been shaped by their experiences. It is suggested that positivist models can be useful if supported by an understanding of social constructionist theory.

Administration of Economic Programs, Marketing & Consumer Services, Analysis, Marketing industry

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Positioning alternative perspectives of consumer behaviour

Article Abstract:

It is vital that those researching consumer behaviour are fully aware of the underlying dimensions of human nature on which their perspectives are based. Within this context, Hjelle and Ziegler's nine basic dimensions of human behaviour can be very useful. Consumer behaviour research becomes much more effective when it is undertaken with reference to the wider metatheoretical context into which various perspectives of consumer behaviour fit. This approach serves to encourage different ways of thinking about and approaching consumer behaviour research.

Consumer Behavior

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Using information technology effectively: A study of marketing installations

Article Abstract:

Information technology (IT) is increasingly being using in marketing, but there are potential problems and barriers to the effective and productive use of IT. The impact of IT on aspects of a major research programme on the marketing function has been examined. Several issues linked to effective marketing IT application adoption can be identified, but many remain ambiguous when examined in specific contexts. A more qualitative case-based research process is required to cover a wider range of sources.

Marketing Management, Methods, Usage, Information technology

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