Construct: This chart was inspired by Prof Muhittin Oral (2016 class presentation), the credit goes solely to his vast knowledge in operational research methodology, and competitiveness analysis for strategy formulation. Thank you for inspiring this knowledge. Your construct has increase my market worth in knowledge. Thank you hocam
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I intend to take you on a journey to explore knowledge, from the field of marketing. Discussing epistemological concept, graphically exploring our ideology and then its implantation into the field of marketing. “Epistemology is how we know”. There isn’t a widely accepted definition of knowledge but for the purpose of this paper, we would look at knowledge definition from the perspective of a marketing academician. In marketing we make implicit epistemic statements about knowledge of concepts, acts (such as representation), entities, and systems. In so doing, we create knowledge, and our epistemic stance dictates what kind of knowledge that is. (Joseph, 2008) Some common names of epistemic stances are: pragmatic, positivistic, operationalist, referential, instrumental, empiricist, rationalist, realist, etc. Each of these makes claims as to what kind of knowledge can be created through research, and how it is gathered and how it is presented. These epistemic stances do this work because they have a systematic view on reality, our knowledge of it, and the meaning we can ascribe to it. The marketing researcher (Herbert, 1986) claims a pragmatic epistemic stance has made a statement against rationalist stances about the meaning of reality and how we come to know it in various discipline? Which we will (would) discuss intuitively much more in the coming page.