Paradigmatic Myopia and the Games of Truth in Marketing Research

Detalhes bibliográficos
Autor(a) principal: Andrade, Matheus Lemos de
Data de Publicação: 2017
Outros Autores: Leite, Ramon Silva, Pinto, Marcelo de Rezende, Batinga, Georgiana Luna
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/14231
Resumo: Despite functionalism hegemony,knowledge in marketing is signaled by the contributions of different theoretical traditions, which helped drawing a multi-paradigmatic field. This essay points out and discusses, either, epistemological and paradigmatic elements regard to the construction of knowledge in marketing in order to dismiss some misconceptions related to legitimacy and utility of qualitative research in the scopeof consumer research. In addition to showing that qualitative research is not a game where everything is possible to fits in and, it's defended that epistemological-paradigmatic analysis should precede, even,the conceptions related to the methodological procedures adopted in a scientific investigation. Just so, we could judge the legitimacy of its finds.
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spelling Paradigmatic Myopia and the Games of Truth in Marketing ResearchA Miopia Paradigmática e os Jogos da Verdade nas Pesquisas de MarketingMarketing Research; Qualitative Research; Epistemology; Paradigms.Pesquisa de Marketing; Pesquisa Qualitativa; Epistemologia; Paradigmas.Despite functionalism hegemony,knowledge in marketing is signaled by the contributions of different theoretical traditions, which helped drawing a multi-paradigmatic field. This essay points out and discusses, either, epistemological and paradigmatic elements regard to the construction of knowledge in marketing in order to dismiss some misconceptions related to legitimacy and utility of qualitative research in the scopeof consumer research. In addition to showing that qualitative research is not a game where everything is possible to fits in and, it's defended that epistemological-paradigmatic analysis should precede, even,the conceptions related to the methodological procedures adopted in a scientific investigation. Just so, we could judge the legitimacy of its finds.Apesar da hegemonia do funcionalismo, o conhecimento sobre Marketing marcado pelas contribuies de diferentes tradies, o que forma um campo multiparadigmtico. Este ensaio trata dos elementos epistemolgicos e paradigmticos envolvidos no processo de construo do conhecimento no intuito de suscitar reflexes referentes a legitimidade e utilidade de pesquisas qualitativas no mbito das investigaes de Marketing. Alm de apresentar procedimentos metodolgicos prprios da pesquisa qualitativa, advoga-se que a anlise epistemolgica-paradigmtica deva preceder as concepes referentes aos procedimentos metodolgicos adotados em uma investigao de Marketing, para que somente assim se possa julgar a legitimidade e a extenso de seus achados.Universidade Nove de Julho - Uninove2017-08-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1423110.5585/remark.v16i3.3431ReMark - Revista Brasileira de Marketing; v. 16, n. 3 (2017): Julho - Setembro; 383-3952177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/14231/6923Direitos autorais 2017 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessAndrade, Matheus Lemos deLeite, Ramon SilvaPinto, Marcelo de RezendeBatinga, Georgiana Luna2022-01-18T15:56:57Zoai:https://periodicos.uninove.br:article/14231Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:56:57REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Paradigmatic Myopia and the Games of Truth in Marketing Research
A Miopia Paradigmática e os Jogos da Verdade nas Pesquisas de Marketing
title Paradigmatic Myopia and the Games of Truth in Marketing Research
spellingShingle Paradigmatic Myopia and the Games of Truth in Marketing Research
Andrade, Matheus Lemos de
Marketing Research; Qualitative Research; Epistemology; Paradigms.
Pesquisa de Marketing; Pesquisa Qualitativa; Epistemologia; Paradigmas.
title_short Paradigmatic Myopia and the Games of Truth in Marketing Research
title_full Paradigmatic Myopia and the Games of Truth in Marketing Research
title_fullStr Paradigmatic Myopia and the Games of Truth in Marketing Research
title_full_unstemmed Paradigmatic Myopia and the Games of Truth in Marketing Research
title_sort Paradigmatic Myopia and the Games of Truth in Marketing Research
author Andrade, Matheus Lemos de
author_facet Andrade, Matheus Lemos de
Leite, Ramon Silva
Pinto, Marcelo de Rezende
Batinga, Georgiana Luna
author_role author
author2 Leite, Ramon Silva
Pinto, Marcelo de Rezende
Batinga, Georgiana Luna
author2_role author
author
author
dc.contributor.author.fl_str_mv Andrade, Matheus Lemos de
Leite, Ramon Silva
Pinto, Marcelo de Rezende
Batinga, Georgiana Luna
dc.subject.por.fl_str_mv Marketing Research; Qualitative Research; Epistemology; Paradigms.
Pesquisa de Marketing; Pesquisa Qualitativa; Epistemologia; Paradigmas.
topic Marketing Research; Qualitative Research; Epistemology; Paradigms.
Pesquisa de Marketing; Pesquisa Qualitativa; Epistemologia; Paradigmas.
description Despite functionalism hegemony,knowledge in marketing is signaled by the contributions of different theoretical traditions, which helped drawing a multi-paradigmatic field. This essay points out and discusses, either, epistemological and paradigmatic elements regard to the construction of knowledge in marketing in order to dismiss some misconceptions related to legitimacy and utility of qualitative research in the scopeof consumer research. In addition to showing that qualitative research is not a game where everything is possible to fits in and, it's defended that epistemological-paradigmatic analysis should precede, even,the conceptions related to the methodological procedures adopted in a scientific investigation. Just so, we could judge the legitimacy of its finds.
publishDate 2017
dc.date.none.fl_str_mv 2017-08-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/14231
10.5585/remark.v16i3.3431
url https://periodicos.uninove.br/remark/article/view/14231
identifier_str_mv 10.5585/remark.v16i3.3431
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/14231/6923
dc.rights.driver.fl_str_mv Direitos autorais 2017 Revista Brasileira de Marketing – Remark
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2017 Revista Brasileira de Marketing – Remark
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 16, n. 3 (2017): Julho - Setembro; 383-395
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138640307159040

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