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2005, vol. 36, iss. 4, pp. 192-198
Marketing communications: Qualitative and quantitative paradigm
Continental banka, Novi Sad
Keywords: language of numbers; language of words; marketing managers; communication; quantitative paradigm; qualitative paradigm
This paper focuses on key issues in relation to the choice of basic language of communication of marketing as a practical and academic field. Principally, marketing managers prefer descriptive way of expression, but they should use the advantages of language of numbers much more. By doing so, they will advance decision-making process - and the communication with finance and top management. In this regard, models offered by academic community could be helpful. This especially pertains to those positive or normative verbal approaches and models in which mathematics and statistical solutions have been embedded, as well as to those which emphasize financial criteria in decision-making. Concerning the process of creation and verification of scientific knowledge, the choice between languages of words and numbers is the part of much wider dimension, because it is inseparable from the decision on basic research orientation. Quantitative paradigm is more appropriate for hypotheses testing, while qualitative paradigm gives greater contribution in their generation. Competition factor could become the key driver of changes by which existing "parallel worlds" of main paradigms would be integrating, for the sake of disciplinary knowledge advancement.
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article language: Serbian
document type: Professional Paper
published in SCIndeks: 02/06/2007

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