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Philosophy of Research

What is the purpose of considering a philosophy of research? Simply, to understand the philosophy that underpins the choices and decisions to be made in staking a research position. A research position will have implications for what, how and why research is carried out. Consideration of the philosophy of research helps to contribute a deeper and wider perspective of research so that our own specific research projects can have a clearer purpose within the wider context. For most of its history the big question in social science has been: is social science scientific? This chapter addresses the question at a number of levels: philosophical, epistemological and methodological. Social science research in marketing, based on rigour, validity, cause and effect, precision in measurement and the pursuit of theory testing and building has led to the wide acceptance of the use of a variety of scientific approaches. Social science research in marketing ...

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