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Une déconstruction des outils de mesure en marketing

Author

Listed:
  • Jean-Philippe Galan

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper proposes a thought on multi-item measures in marketing, in a context of suspicion about positivism that dominated marketing literature for five decade. In intending a deconstruction, it is shown that the measures created according to Churchill's paradigm are highly contingent and depend on historical, sociological and cultural context. In doing so, this deconstruction suggests that the measurement tools are not necessarily tied with a specific epistemological position and can be conceived in a realistic perspective as well as in a constructivist one. This entails the question of the use of quantitative methods in an emergent interpretive paradigm

Suggested Citation

  • Jean-Philippe Galan, 2011. "Une déconstruction des outils de mesure en marketing," Post-Print halshs-00739531, HAL.
    • Handle: RePEc:hal:journl:halshs-00739531
    as

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