Paradigmatic Myopia and the Games of Truth in Marketing Research

Abstract

Despite functionalism hegemony, knowledge in marketing is signaled by the contributions of different theoretical traditions, which helped drawing a multi-paradigmatic field.  This essay points out and discusses, either, epistemological and paradigmatic elements regard to the construction of knowledge in marketing in order to dismiss some misconceptions related to legitimacy and utility of qualitative research in the scope of consumer research. In addition to showing that qualitative research is not a game where everything is possible to fits in and, it's defended that epistemological-paradigmatic analysis should precede, even, the conceptions related to the methodological procedures adopted in a scientific investigation.  Just so, we could judge the legitimacy of its finds.