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Paradigms at play and implications for validity in social marketing research

Paradigms at play and implications for validity in social marketing research Purpose – The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice. Design/methodology/approach – The paper defines and presents concepts of validity in a manner that sheds light on the unique issues facing SMR and sets the stage for future research. Findings – The paper introduces an integrated model representing the variety of relationships that exist amongst a range of validity concepts that will assist methodological practice and increased rigor in future studies. The authors also introduce a matrix on research paradigms that can support the integration of a range of philosophical considerations to SMR research design. Research limitations/implications – The “quality” of research is being determined by those at the leading edge of their own paradigm without reference to other points of view. The authors argue that these sub‐processes of determining the validity of research outcomes are a challenge to the “discipline” of SMR and that SMR is at risk of becoming too narrowly focussed. Furthermore, the authors believe this is limiting SMR's potential to contribute to the broader domain of business or social research. Social implications – Social marketing is an interdisciplinary practice. The paradigms of research within the social marketing domain are still being argued and are the subject of much debate. The authors believe that the conceptual frameworks developed for this paper will enhance the practices of research in the field of social marketing. Originality/value – The paper provides a new conceptual framework for those developing SMR. This framework aims to integrate others' theories and provide a simplified framework for consideration of issues of validation in SMR. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

Paradigms at play and implications for validity in social marketing research

Journal of Social Marketing , Volume 1 (2): 20 – Jul 12, 2011

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References (81)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2042-6763
DOI
10.1108/20426761111141869
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice. Design/methodology/approach – The paper defines and presents concepts of validity in a manner that sheds light on the unique issues facing SMR and sets the stage for future research. Findings – The paper introduces an integrated model representing the variety of relationships that exist amongst a range of validity concepts that will assist methodological practice and increased rigor in future studies. The authors also introduce a matrix on research paradigms that can support the integration of a range of philosophical considerations to SMR research design. Research limitations/implications – The “quality” of research is being determined by those at the leading edge of their own paradigm without reference to other points of view. The authors argue that these sub‐processes of determining the validity of research outcomes are a challenge to the “discipline” of SMR and that SMR is at risk of becoming too narrowly focussed. Furthermore, the authors believe this is limiting SMR's potential to contribute to the broader domain of business or social research. Social implications – Social marketing is an interdisciplinary practice. The paradigms of research within the social marketing domain are still being argued and are the subject of much debate. The authors believe that the conceptual frameworks developed for this paper will enhance the practices of research in the field of social marketing. Originality/value – The paper provides a new conceptual framework for those developing SMR. This framework aims to integrate others' theories and provide a simplified framework for consideration of issues of validation in SMR.

Journal

Journal of Social MarketingEmerald Publishing

Published: Jul 12, 2011

Keywords: Social marketing; Research; Concepts of validity; Inquiry paradigms

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