Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria
讨论了人本主义探究在营销研究中的哲学基础、方法论和评价标准，并与当前主流的实证主义方法对比，为希望采用人本主义方法的研究者提供指导。
As the conception of what marketing is has evolved, so must the methods of inquiry also evolve. Marketing now is viewed as a socially constructed enterprise. Thus, what is needed are inputs from the humanistic modes of inquiry developed specifically to address socially constructed phenomena. The author discusses three central aspects of humanistic inquiry, (1) the philosophy and metaphysic of humanism, (2) the methodology of humanistic research, and (3) the criteria appropriate for evaluating studies conducted in the humanistic mode. Humanistic inquiry is compared specifically with the positivist approach currently used by most marketing researchers. Guidelines are provided to assist researchers who may wish to implement the humanistic approach in their own research programs.