The Reification-Realism-Positivism Controversy in Macromarketing: A Philosopher's View
- 1 June 1991
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 11 (1) , 57-65
- https://doi.org/10.1177/027614679101100106
Abstract
This article attempts to sort out the strands in the realism debate. Positivism is shown not to be realistic, and realism, properly understood, is defended. Overall, the standard empirical method is defended against the newer "hermeneutical' paradigm.Keywords
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