Humanistic Inquiry Methods for Cross-Cultural International Marketing Research

Autor:	William R. Bullard
Rok vydání:	2015
Předmět:	Multiple reality Traditional values Generalization Management science Political science Cross-cultural Engineering ethics Humanism Marketing research Positivism International marketing
Zdroj:	Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319170459
DOI:	10.1007/978-3-319-17046-6_25
Popis:	In Cross-cultural international marketing research there is often a need to analyze unique social, religious and traditional values which is often not satisfied by the positivistic method of research. It is recommended that a blending of the humanistic inquiry with the positivistic method could improve the accuracy of such research. A method for utilizing the humanistic method is outlined and critiqued from the positivistic viewpoint. Each step of the proposed methodology is developed in such a manner as to be acceptable to both philosophies. Some of the various problems associated with blending the methods are analyzed and recommendations are offered which will allow for improved generalization of the results for international marketing research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8c42ebfc910f774e3f4031521eebccfd https://doi.org/10.1007/978-3-319-17046-6_25 Zobrazit plný text záznamu