Title: The third methodological movement in marketing research

Authors: Paweł Chlipała

Addresses: Department of Marketing, Cracow University of Economics, Rakowicka 27, 31-510 Kraków, Poland

Abstract: The third methodological path is a concept of the integration of qualitative research, carried out based on the constructivist paradigm, with quantitative research compliant with the positivist paradigm. Integrated methodology is a valuable alternative to the research carried out with only one of the two designated trends in contemporary marketing research methodologies. The research in the third methodological movement allows for adjusting better to the changing environment and the consumer, and consequently it better responds to the information needs of today's organisations. The article includes the characteristics of the approach. Additionally, pros and cons of its use in marketing research are considered and the provided opportunities are identified in the light of technological changes and their consequences for marketing.

Keywords: marketing research methodologies; third methodological movement; mixed-method; qualitative research; constructivism; positivism; technological change.

DOI: 10.1504/IJBG.2016.078830

International Journal of Business and Globalisation, 2016 Vol.17 No.3, pp.352 - 363

Received: 02 May 2015
Accepted: 30 Jul 2015

Published online: 27 Aug 2016 *

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