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To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in marketing using a critical lens. The purpose of this paper is to stimulate thoughtful reflections among marketing scholars so that the dialog among paradigms expands, the stale paradigmatic debates disappear, and the marketing discipline evolves and contributes to the actual functioning of markets and the welfare of society.

This study is conducted in the light of foucauldian genealogy through the analysis of historical materials that Foucault called discourses, a set of languages, systems of thinking and governality techniques that determine how individuals or organizations come to be disciplined. In this paper, the concept of discourse mainly refers to visible rituals and practices by which marketing researchers have been psychologically and behaviorally shaped to reproduce and perpetuate a hypothetical-deductive mainstream within their discipline.

This paper intends to stimulate a dialog among marketing scholars about expanding paradigms so that stale debates disappear, and marketing disciplines proves their scientific status by better contributing to the functioning of markets and the welfare of society. As an evolving social science, marketing requires new theory, new concepts and new research methods.

The intellectual contribution of this paper lies in its intention to alert marketing researchers about the danger we are exposing our discipline to by promoting imperialist traditions and standardization of thinking.

Traditional approaches in qualitative research have adopted one research paradigm linked to an established typology. This paper addresses the unconventional application of two research paradigms in one study. A critical realist approach was used to augment a constructivist analysis of data in a research project seeking to explore the meaning that managers in small to medium enterprises (SMEs) attach to hazard identification, the construction of a hazard profile reflective of the business and its use in assisting to manage hazards within the SME's safety management system framework. Critical realism offered a complementary but essential framework to explore causal mechanisms that led to a deeper understanding of the findings by searching for the processes and causality that lay beneath the social and organizational phenomena observed.

This paper compares the two research paradigms in order to seek junctures and apply them to a research project. Analytical tools applied to each research paradigm within the project are presented, followed by a new multiparadigm conceptual model that integrates critical realism and constructivism, providing an original contribution of knowledge to this field of qualitative research.

The adoption of a multiparadigm model enabled not only the interpretation of social phenomena but also the determination of its causality, enabling a more insightful answering of the research question and leading to a deeper insight into the phenomenology that was studied. This research approach widens the boundaries of qualitative inquiry within organizational research by promoting strategies that challenge more traditionally anchored research typologies, and consequently contributes to better research outcomes.

This study was conducted across four organizations. Similar research is encouraged across a greater number of case studies to validate the process of using a constructivist and critical realist paradigm to gain a more insightful understanding of events and their causality.

The comparison of two research paradigms and consequent provision of a conceptual model (Figure 3) provides potential for the development of further multiparadigm models for research projects within the field of organizational management.

This paper has the potential to promote engagement and collaboration between research scholars seeking to explore the use of multiple research paradigms.

Such an approach has not previously been widely discussed or adopted to examine qualitative data, and advances theory in qualitative research. The application of two research paradigms using such an approach can be applied to businesses in a number of different contexts to gain a more insightful understanding of research participant perspectives, observable events arising from those perspectives and their associated causality.

The purpose of this paper is to investigate the philosophical stances and related methodologies used within the last 15 years of project management research using The International Research Network on Organizing by Projects (IRNOP) conference papers.

Utilizing a systematic sampling approach, IRNOP conference papers from 1994, 2000 and 2007 were analyzed for prevalent philosophical streams in project management research.

Results show a dominance of ontological subjectivism and epistemological interpretivism, with a preference for case studies and qualitative methods. Trends indicate a growth of positivist studies and, at the same time, an increase in multi‐case studies.

This paper's contribution to knowledge lies in the identification of predominant research paradigms for research reported at project management conferences using IRNOP as an example. The study shows trends, preferences, and potential differences between published research and conference papers.

Information on the quality, quantity and timely trends of underlying philosophies in project management research are lacking an insightful exploration of the project management research field. This is necessary for a better understanding of the past, present and possible future of research paradigms in project management. The paper's findings can be used to improve the interpretation of the state of knowledge in project management research.

The purpose of this paper is to discuss the role of qualitative research in marketing and the challenges faced by researchers in justifying the need and the quality of interpretive research. The paper reviews the fluctuating trends in employing qualitative research to build marketing theories, and touches on the subject of paradigm shift in research approaches in marketing. It further reviews main rhetorical and practical challenges researchers face in qualitative inquiry in marketing.

This is a conceptual paper discussing the role of qualitative research in marketing discipline and its challenges.

One of the main topics discussed in this paper is understanding the nature of qualitative research and its inherent weaknesses and how to overcome them. Some of the challenges highlighted in the paper include: contextually embedded findings, vague standards for data analysis, presentation of voluminous amount of qualitative data and theoretical criteria for judging the quality of studies. Insights from real‐life experiences in conducing qualitative research in bank marketing reveal practical issues such as participant recruitment and engagement, ethical soundness, triangulation, and perpetual assurance of research quality.

The paper provides personal commentaries on the experiences of a researcher in conducting purely qualitative academic study in marketing. It offers insights into practical difficulties encountered when performing qualitative studies and offers a glimpse into solutions and alternatives incorporated by the researcher, which could be of use to aspiring marketing researchers.

Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper’s set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.

This contribution investigates methodological questions concerning Change Laboratory interventions. It contemplates the research questions: To what extent the Change Laboratory can be situated within the panorama of qualitative inquiry? If so, to what extent can the methods and strategies of inquiry help improve a Change Laboratory intervention?

To answer the first question, this paper makes an overview on key terms of qualitative research; subsequently, it presents the characterising features of the Change Laboratory. Then, it takes a historical perspective and compares the Change Laboratory firstly against action research, and secondly with design experiments. To answer the second section, it examines a case study of Change Laboratory with teachers that the first author facilitated. Next, it displays how trustworthiness was ensured through a thick description and member checks.

The paper argues that the Change Laboratory is a strategy of inquiry; it aligns with the characteristics of qualitative research, and it follows the agenda of a participative paradigm. Furthermore, the methods and strategies of inquiry such as thick descriptions and member checks, not only can improve rigour and validity of the intervention but also strengthen the outcomes of the Change Laboratory itself.

The Change Laboratory is well defined as a formative method, but not fully understood as an investigative method. Although scholars discussed methodological issues of Cultural Historical Activity Theory in diverse articles, the relationship between the Change Laboratory and qualitative inquiry has remained unclear.

This paper examines the traditional and contemporary approaches to conducting research into the marketing management activities of entrepreneurial small firms (ESF). It argues that these approaches are inappropriate in that they fail to take adequate account of the nature and characteristics of such enterprises and the individuals who manage them. It is contended that the best approaches are to be found under the auspices of the wider qualitative paradigm. In particular a syncretised qualitative methodology within a multiple reality ontology is offered for consideration.

Built environment research consists of cognitive and affective, as well as behavioural, components. Existing built environment research utilises either strong qualitative or, more often, strong quantitative methodologies. Aims to discuss some of the philosophical issues that would be considered when undertaking academic research into the built environment. Considers the available research options or paradigms and suggests ways in which a researcher can make an informed and sensible decision as to how to proceed. The main dimensions of the debate about the relative characteristics and merits of quantitative and qualitative methodology are outlined, developing the argument that the use of a single methodology often fails to explore all of these components. The use of a mixed methods approach is suggested to counteract this weakness and to enhance research into the built environment.