Are current research approaches inmarketing leading us astray?

Abstract

This article is about methodology in research in marketing. It questions the mainstream choice of approaches and suggests alternative directions with qualitative rather than quantitative inquiry in focus. It deals with my personal journey through Methodologyland; the establishment of a Hall of Fame of my favorite research approaches supplemented with a Chamber of Horror; and a brief commentary on some pivotal concepts in science. It concludes that the absence of the developmentof general marketing theory is partly due to the preoccupation with erroneouslychosen methodology and claims that scholarly research boils down to four basicstrategies: curiosity, courage, reflection, and dialogue; the rest is technical support.