Beyond incommensurability? Empirical expansion on diversity in research

Authors: Davies Andrea; Fitchett James A

Source: European Journal of Marketing, Volume 39, Numbers 3-4, 2005 , pp. 272-293(22)

Publisher: Emerald Group Publishing Limited

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Abstract:

Purpose - This paper is a practical attempt to contribute to the ongoing reappraisal of the dichotomies and categories that have become prevalent throughout marketing research. Design/methodology/approach - The paper reviews current literature on incommensurability and undertakes a comparative re-examination of two studies. Findings - How the authors view their research is constituted in retrospective terms through a marketing and consumption logic based on the principles of division, distinction and difference. Re-examination of some empirical case material suggests that in practice the perceived duality separating research traditions is unsound. A misplaced reading of paradigm incommensurability has resulted in research practices appearing oppositional and static when they are essentially undifferentiated and dynamic. An over-socialised research epistemology has raised the tangible outcomes of research activities to be dominant in directing research practice. Research limitations/implications - The comparative analysis is illustrative rather than representative. Originality/value - The paper offers an applied exposition of theoretical debates in marketing research concerning paradigm incommensurability.

Keywords: Market Research Methods; History

Document Type: Research article

DOI: http://dx.doi.org/10.1108/03090560510581773

Publication date: 2005-03-01