In Defense of Bumbling
AbstractThroughout its history, consumer research has expressed nonuniform levels of affinity for alternative scientific styles. Fondness for the theory-oriented hypothetico-deductive approach has been understandably high, as there is much to recommend it. However, no approach is without shortcomings, and alternative approaches may offer unique avenues to knowledge development. The observations contained in this article are meant to illustrate some disadvantages of a monolithic view and, in so doing, foster tolerance of a research style that has been less favorably received.
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2012)
Issue (Month): 6 ()
Pages: 981 - 987
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Web page: http://www.journals.uchicago.edu/JCR/
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