Question

Explain the relationship between theory. And paradism in about 1000 words?

Answer 1

An overview (and underview) of research and theory within the attraction paradigm
Donn Byrne
Journal of Social and Personal Relationships 14 (3), 417-431, 1997
The initiation and subsequent development of what I once immodestly labeled `the attraction paradigm' are described. Though an after-the-fact reconstruction of a given program of research and theory may appear to result from planful, rational, insightful, and even prescient actions, the actual process is more often a combination of multiple personal motives, semi-random input from a wide variety of sources, sheer luck, and semi-delusional tenacity. In any event, some highlights and landmarks of over 35 years of attraction research are summarized. The story includes the initial decision to investigate the effect of attitude similarity-dissimilarity on attraction, the gradual development of the linear function that specifies the relationship between seemingly diverse stimulus events and evaluative responses such as attraction, and the construction of a theoretical model that began with a focus on conditioning but was eventually expanded as `the behaviour sequence', incorporating cognitive constructs in order to deal with such interpersonal complexities as love. As a postscript, I describe our current efforts to place the components of adult attachment patterns within this model in an effort to predict more precisely various aspects of interpersonal relationships.

Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm
Marilyn Healy, Chad Perry
Qualitative market research: An international journal 3 (3), 118-126, 2000
Aims to address a gap in the literature about quality criteria for validity and reliability in qualitative research within the realism scientific paradigm. Six comprehensive and explicit criteria for judging realism research are developed, drawing on the three elements of a scientific paradigm of ontology, epistemology and methodology. The first two criteria concern ontology, that is, ontological appropriateness and contingent validity. The third criterion concerns epistemology: multiple perceptions of participants and of peer researchers. The final three criteria concern methodology: methodological trustworthiness, analytic generalisation and construct validity. Comparisons are made with criteria in other paradigms, particularly positivism and constructivism. An example of the use of the criteria is given. In conclusion, this paper’s set of six criteria will facilitate the further adoption of the realism paradigm and its evaluation in marketing research about, for instance, networks and relationship marketing.


Keynote paper From marketing mix to relationship marketing-towards a paradigm shift in marketing
Christian Grönroos
Management decision 35 (4), 322-339, 1997
Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait-jacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking.