Interpretivism vs. Positivism in Political Marketing Research

Abstract

Political marketing is considered a contemporary discipline with a rising significance. Research is deemed a fundamental aspect in the field of political marketing; nonetheless is currently undergoing a number of challenges. A valid theoretical foundation for political marketing can be realized through detecting the process of exchange in the political marketplace. This objective requires the selection of suitable research paradigms that are capable of generating deep insights. Thus, the article seeks to comprehend the drivers behind the acknowledged research dilemmas, and in turn pinpoint a suitable approach for political marketing research. Therefore, after presenting a brief literature on the challenges encountered in research, the article presents an overview on major discrepancies between positivism and interpretivism. The article concludes that the current research paradigm adopted in research is positivism and argues against its suitability. Conversely, the article observes that interpretivism is capable of profoundly penetrating the complexity of the social behavior and generating accurate insights. This comparative analysis is crucial to respond to current research dilemmas that obstruct political debates. Therefore, arriving at proper research paradigms is vital to counteract the impediments that hinder a healthy pace for research, and democracy by extension.