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Article: Informed eclecticism: a research paradigm for the twenty-first century.
- Article from:
- International Journal of Market Research
- Article date:
- January 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 World Advertising Research Center Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Andy Barker [*],
Clive Nancarrow [+]
Nigel Spackman [*]
The authors build on their paper presented at the MRS Conference 2000, reporting on a large-scale study among MRS members and their vision of the future for the marketing research industry. The authors start by examining the major research paradigms within the market research industry. The reality of the reported shift away from positivism to the interpretivist paradigm is discussed and emergence of a new paradigm -- informed eclecticism -- is postulated within the changing context of the marketing research industry. This new paradigm requires a greater knowledge and appreciation of how ...
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