Marketing! Where is Paradigm?

Abstract

The quantitative- qualitative debate is not a new discussion. The aim of this study therefore is to check through the concept of paradigm, new perspectives to understand the academic research in marketing, developments of marketing thinking and methodologies used in the studies of quality of service. Without pretending to exhaust the subject and present a final conclusion, studies that point to the need and importance of qualitative research, as it helps the researcher to better understand the complex nature of the social world in which we live are presented. According to Santana and Gomes (2007), after examining the discussion of Hegel and Kant, reason and conclude that epistemology itself are historical buildings and evolve from contradictions. This article is divided into five moments. The first part presents besides introducing the constitution of the goals of this theoretical essay. The second part presents a brief discussion of the concept of paradigm and marketing. The third part presents a historical retrospective of marketing and its evolution from its schools from studies of Miranda and Arruda (2004). The fourth part presents the methodology of the studies on quality of services and finally the fifth part presents the final considerations.