Epistemologies in the wild: local knowledge and the notion of performativity
2015 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 31, no 1-2, 16-36 p.Article in journal (Refereed) Epub ahead of print
This article explores the indigenous epistemology of market research. Industry textbooks are here taken as examples of commonly held understandings about market research knowledge. They are made the object of an epistemographic investigation of how the production and transfer of market research knowledge is understood within the field itself. Particular interest is directed towards what such local epistemic considerations might imply for our scholarly understanding of how economic theories and models shape markets. Our exploration depicts an indigenous epistemology characterised by a number of interrelated tensions (market research as: description vs. recommendation; art vs. science; information vs. source of inspiration; and distance vs. engagement). The article contends that these traits of the indigenous epistemology are important for understanding how market research participates in shaping markets.
Place, publisher, year, edition, pages
Routledge, 2015. Vol. 31, no 1-2, 16-36 p.
performativity; actionability; market research; epistemology; epistemography
Business Administration Social Sciences Interdisciplinary
IdentifiersURN: urn:nbn:se:liu:diva-112252DOI: 10.1080/0267257X.2014.977332OAI: oai:DiVA.org:liu-112252DiVA: diva2:764586