Record Details

PARADIGMS IN CONSUMER BEHAVIOR

Gadjah Mada International Journal of Business

View Archive Info
 
 
Field Value
 
Title PARADIGMS IN CONSUMER BEHAVIOR
 
Creator Sihombing, Sabrina Oktoria
 
Description A paradigm influences what we see and conceive about certain facts. Paradigm can also influence what we accept as a truth. Yet, the debate over which paradigm and methodology is best suit for marketing and consumer behavior has begun since 1980s. Many researchers criticized the domination of logical empiricism paradigm and offered alternative paradigm to understand marketing and consumer behavior. This article discusses several paradigms and methodology, which are part of qualitative paradigm, and compares them with positivism paradigm. This article will also point to the importance of reconciliation between qualitative and quantitative paradigm in order to improve marketing and consumer behavior studies.
 
Publisher Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada
 
Contributor —
 
Date 2011-05-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ugm.ac.id/gamaijb/article/view/5635
10.22146/gamaijb.5635
 
Source Gadjah Mada International Journal of Business; Vol 4, No 2 (2002): May-August
2338-7238
1411-1128
 
Language eng
 
Relation http://journal.ugm.ac.id/gamaijb/article/view/5635/4608