Using the Methodological Association Matrix in Marketing Studies

Abstract

Knowledge created by mankind seems to grow exponentially. The amount of knowledge accumulated in the past one hundred years is possibly higher than the one previously created in the whole period of human civilization. Available information reaches astronomical numbers nowadays, as a mere internet search can verify. How can we classify this knowledge according to its origin or the way it was generated? How much of this accumulated information is, in fact, reliable, valid, trustworthy? Such questions refer to how we acquire knowledge and they point to possible types of knowledge: popular, theological, philosophical, and scientific knowledge.