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Toward improving the quality of empirical public and nonprofit research: advocating for a pluralist methodological approach

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  • Edouard Novatorov

    (National Research University “Higher school of economics”)

Abstract

The paper advocates pluralist methodological paradigm approach for improving the quality of empirical and theoretical public and nonprofit research. Many researchers rely on logico-positivist/empiricist research paradigm as leading orientation to improve the quality of their work, clarify the theoretical contributions of their work, and reduce the probability of having their journal submissions rejected. The main thesis of this paper is that pluralist methodological approach will benefit the quality of empirical and theoretical public and nonprofit research. Alternative conceptualizations of public and nonprofit marketing are suggested.

Suggested Citation

  • Edouard Novatorov, 2018. "Toward improving the quality of empirical public and nonprofit research: advocating for a pluralist methodological approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(1), pages 67-86, March.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:1:d:10.1007_s12208-017-0191-1
    DOI: 10.1007/s12208-017-0191-1
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    References listed on IDEAS

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    1. Zahirul Hoque & Mark A. Covaleski & Tharusha N. Gooneratne, 2013. "Theoretical triangulation and pluralism in research methods in organizational and accounting research," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 26(7), pages 1170-1198, September.
    2. Hutton, James G., 1996. "Integrated marketing communications and the evolution of marketing thought," Journal of Business Research, Elsevier, vol. 37(3), pages 155-162, November.
    3. Dawson, Leslie M., 1969. "The human concept: New philosophy for business : Marketing concept outmoded today," Business Horizons, Elsevier, vol. 12(6), pages 29-38, December.
    4. Kari Lukka & Jan Mouritsen, 2002. "Homogeneity or heterogeneity of research in management accounting?," European Accounting Review, Taylor & Francis Journals, vol. 11(4), pages 805-811.
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