University of Hertfordshire

From the same journal

By the same authors

Standard

Dealing with Challenges to Methodological Pluralism: The Paradigm Problem, Psychological Resistance and Cultural Barriers. / Midgley, Gerald; Nicholson, John; Brennan, David.

In: Industrial Marketing Management, Vol. 62, 30.04.2017, p. 150-159.

Research output: Contribution to journalArticle

Harvard

APA

Vancouver

Author

Bibtex

@article{38b5acde5bb748e8bf2474500fff76df,
title = "Dealing with Challenges to Methodological Pluralism: The Paradigm Problem, Psychological Resistance and Cultural Barriers",
abstract = "This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigmproblem; psychological resistance; and lack of cultural readiness to accept pluralism. We review the works of a variety of authors from other disciplines who have tackled these problems, and identify useful ideas to take forwardinto a model of learning. This addresses the paradigm problem by making it clear that no pluralist methodology can exist without making its own paradigmatic assumptions. It deals with psychological resistance bytalking in terms of learning, starting from wherever the researcher is currently situated (a large knowledge base is not needed to begin practicing methodological pluralism). However, this model does not deal with thequestion of whether the time is right, culturally, for methodological pluralism. We argue that the time will be right when it is widely appreciated that methodological pluralism adds value to industrial marketing researchpractice. The next step for our research community must be the accumulation of a body of empirical evidence to demonstrate that this added value does or does not exist.",
keywords = "critical systems thinking, methodologicalpluralism, mixed methods, paradign incommensurability, multimethodology, industrial marketing tools",
author = "Gerald Midgley and John Nicholson and David Brennan",
note = "This document is the Accepted Manuscript version of the following article: G. Midgley, J. D. Nicholson, and R. Brennan, {"}Dealing with challenges to methodological pluralism: The paradigm problem, psychological resistance and cultural barriers{"}, Industrial Marketing Management, Vol. 62: 150-159, April 2017, doi: https://doi.org/10.1016/j.indmarman.2016.08.008. Under embargo. Embargo end date: 14 October 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ .",
year = "2017",
month = "4",
day = "30",
doi = "10.1016/j.indmarman.2016.08.008",
language = "English",
volume = "62",
pages = "150--159",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Dealing with Challenges to Methodological Pluralism: The Paradigm Problem, Psychological Resistance and Cultural Barriers

AU - Midgley, Gerald

AU - Nicholson, John

AU - Brennan, David

N1 - This document is the Accepted Manuscript version of the following article: G. Midgley, J. D. Nicholson, and R. Brennan, "Dealing with challenges to methodological pluralism: The paradigm problem, psychological resistance and cultural barriers", Industrial Marketing Management, Vol. 62: 150-159, April 2017, doi: https://doi.org/10.1016/j.indmarman.2016.08.008. Under embargo. Embargo end date: 14 October 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ .

PY - 2017/4/30

Y1 - 2017/4/30

N2 - This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigmproblem; psychological resistance; and lack of cultural readiness to accept pluralism. We review the works of a variety of authors from other disciplines who have tackled these problems, and identify useful ideas to take forwardinto a model of learning. This addresses the paradigm problem by making it clear that no pluralist methodology can exist without making its own paradigmatic assumptions. It deals with psychological resistance bytalking in terms of learning, starting from wherever the researcher is currently situated (a large knowledge base is not needed to begin practicing methodological pluralism). However, this model does not deal with thequestion of whether the time is right, culturally, for methodological pluralism. We argue that the time will be right when it is widely appreciated that methodological pluralism adds value to industrial marketing researchpractice. The next step for our research community must be the accumulation of a body of empirical evidence to demonstrate that this added value does or does not exist.

AB - This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigmproblem; psychological resistance; and lack of cultural readiness to accept pluralism. We review the works of a variety of authors from other disciplines who have tackled these problems, and identify useful ideas to take forwardinto a model of learning. This addresses the paradigm problem by making it clear that no pluralist methodology can exist without making its own paradigmatic assumptions. It deals with psychological resistance bytalking in terms of learning, starting from wherever the researcher is currently situated (a large knowledge base is not needed to begin practicing methodological pluralism). However, this model does not deal with thequestion of whether the time is right, culturally, for methodological pluralism. We argue that the time will be right when it is widely appreciated that methodological pluralism adds value to industrial marketing researchpractice. The next step for our research community must be the accumulation of a body of empirical evidence to demonstrate that this added value does or does not exist.

KW - critical systems thinking

KW - methodologicalpluralism

KW - mixed methods

KW - paradign incommensurability

KW - multimethodology

KW - industrial marketing tools

U2 - 10.1016/j.indmarman.2016.08.008

DO - 10.1016/j.indmarman.2016.08.008

M3 - Article

VL - 62

SP - 150

EP - 159

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -