Nurt krytyczny w metodologii badań marketingu
Critical trend in marketing survey methodology

Summary/Abstract: The main goal of this article is to present the results of deliberations on the use of critical trend to study marketing. Marketing studies (as opposed to marketing research) focus on gathering knowledge about marketing to construct and organize its theory. Literature studies allow to conclude that the critical trend is one of three research methodologies in marketing, but marginalized and rarely used, replaced first of all by mainstream positivist research and interpretation research. From the point of view of development of paradigms and theoretical marketing concepts critical approach, framed in ontological, epistemological and methodological rules is particularly useful. It can also be an element of integration of knowledge gathering about markting with positivist and /or interpretative research.

• Details
• Contents