Positivism- Marketing research methodology flaws.doc

 PAGE \* MERGEFORMAT 12 Positivism: Marketing research methodology flaws All along, marketing, research led by the positivist methodology. Positivism is a traditional Western philosophy, faction, also known as empirical philosophy. Produced in the 19th century, 30 to 40 years in France and Britain, its founder, the French philosopher, founder of sociology, A. Conde. The basic idea is: social science research object is purely objective, and social phenomena behind the existence of causal laws; social phenomena can be perceived, the experience is the only source of scientific knowledge, only the experience has shown that scientific knowledge is the . It emphasizes the sense of experience, exclusion of metaphysics that the phenomenon of induction by the laws of science can be. Methodology is not equivalent to marketing research methods or specific technology, it is a systematic study of research methods and evaluation. Concept in Western studies, standardized studies are based on positivist methodology as the guide. School and school functions, such as commodities are founded on the basis of positivism. Positivism emphasizes knowledge of the observability. Market characteristics, such as segmentation, competitor behavior, a certain type of consumer product-specific buying behavior, and so on. These are observable. Over the years, positivism has been the main method of marketing research. We have studied the basic method of marketing is the observation (case) - sum (sum common) - Analysis (described in the case of problems) - to determine (sum up the conclusions) - prediction (the guiding of the observations) Inductive mode . This article do not intend to negate positivism in the role of marketing research, but to illustrate a problem, for marketing research, we can not completely fall into the methodology of positivism, because of marketing its own characteristics and shortcomings of positivist methodology has led to marketing research some of the errors, and