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Cited by 772

The DOI matches its Crossref record; 44 of the 44 references it cites were found in a registry or an index.

“Paradigms Lost”: On Theory and Method in Research in Marketing

Deshpande, Rohit·1983·Journal of Marketing
DOI 10.1177/002224298304700411
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Abstract

Only recently have marketing scientists become concerned with issues in the philosophy of science. This paper points to one neglected area—the implications of a theoretical tradition for the selection of research methods (design, data collection, and data analysis). It is argued that marketing has been relying primarily on only one theoretical tradition. The dominance of this philosophy has led to marketing science growing more rapidly in the area of hypothesis testing than in the development of new, rich explanatory theories. Several suggestions are made to achieve a balance in theory construction and testing, with implications for reducing methods bias by a process of triangulating methodologies.

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Citations

Cites

Show all 44 references

Research works printed but not linked: 19

  1. Arndt Johan, 1978, Advances in Consumer Research, 5, 185
  2. Brodbeck May, 1982, Marketing Theory: Philosophy of Science Perspectives, 1
  3. Bush Ronald F., 1982, Marketing Theory: Philosophy of Science Perspectives
  4. Engel James, 1982, Consumer Behavior
  5. Ferber Robert, 1958, Motivation and Market Behavior
  6. Filstead William J., 1970, Qualitative Methodology: Firsthand Involvement with the Social World
  7. Glaser Barney, 1967, The Discovery of Grounded Theory
  8. 10.1177/002224297704100217 · doi:10.1177/002224297704100217
  9. Howard John A., 1969, The Theory of Consumer Behavior
  10. Hunt Shelby D., 1982, Marketing Theory: Philosophy of Science Perspectives, 7
  11. Murstein B. I., 1965, Handbook of Projective Techniques
  12. 10.1037/14394-000 · doi:10.1037/14394-000
  13. Patton Michael Q., 1980, Evaluation and Program Planning, 3, 219, 10.1016/0149-7189(80)90036-1 · doi:10.1016/0149-7189(80)90036-1
  14. Peter J. Paul, 1982, Marketing Theory: Philosophy of Science Perspectives, 11
  15. Reichardt Charles S., 1979, Qualitative and Quantitative Methods in Evaluation Research, 7
  16. 10.1016/0149-7189(80)90037-3 · doi:10.1016/0149-7189(80)90037-3
  17. Simon John, 1980, Paradigms Lost: Reflections on Literacy and Its Decline
  18. Wind Yoram, 1978, Review of Marketing 1978, 160
  19. Zaltman Gerald, 1978, Advances in Consumer Research, 5, 247

Cited by

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Metadata

Authors
Deshpande, R.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1983-09
Volume
47
Issue
4
Pages
101-110
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/002224298304700411
OpenAlex
W2316372118
Cited by
772
References
44
FWCI
6.50
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: “Paradigms Lost”: On Theory and Method in Research in Marketing. https://app.cochat.ai/papers/10.1177/002224298304700411
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Deshpande, R. (1983). “Paradigms Lost”: On Theory and Method in Research in Marketing. Journal of Marketing. https://doi.org/10.1177/002224298304700411

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.