Are “Paradigms Lost” in Marketing? Some Twenty Years Later…: a Content Analysis

It has been more than twenty years since Deshpande (1983) wrote his “Paradigms Lost” article. My objective in this paper is an attempt to provide a more statistical account of the article’s claim that quantitative research dominates the marketing literature, but after some twenty years later. A content analysis of the three leading journals in marketing (JM, JMR and JCR) was done for three years (2002 to 2004). The findings do provide “snapshot” evidence of the dominance of the quantitative paradigm. However, though purely qualitative studies are still minimal, their integration with quantitative studies maybe catching pace.


Saleh AlShebil (2007) ,"Are “Paradigms Lost” in Marketing? Some Twenty Years Later…: a Content Analysis", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 434-445.


Saleh AlShebil, University of Texas at Arlington, USA


NA - Advances in Consumer Research Volume 34 | 2007

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