In Search of Alternative Research Methods in Marketing: Insights from Layder’s Adaptive Theory Methodology

Abstract

This paper argues that Layder’s adaptive theory methodology can overcome two main methodological issues affecting academic marketing research—namely, (1) paradigm dilemmas caused by the mixed methods approach and (2) apparent imbalance between agency (individual subjectivity) and structure (social structure). A review of research methods used in marketing reveals that quantitative methods continue to dominate. Marketing phenomena tend to arise in the social world through a circular process whereby individual behaviours create social structures that in turn influence individual behaviours. Both the structure and agency perspectives need to be studied in a single research project to fully understand a marketing phenomenon. Adaptive theory, as a sound alternative to positivistic research approach, can achieve a balance between agency and structure perspectives that underpin marketing phenomena. 
 
 Keywords: Academic Marketing Research Methodology, Adaptive Theory, Agency–Structure Issue
 
 To cite this document: Chandana Rathnasiri Hewege and Liyanage Chamila Roshani Perera, "In Search of Alternative Research Methods in Marketing: Insights from Layder’s Adaptive Theory Methodology", Contemporary Management Research, Vol.9, No.3, pp.343-360, 2013.
 
 Permanent link to this document:
 http://dx.doi.org/10.7903/cmr.9978