2022 Volume 1 Issue 2 Pages 189-203
This paper is a section of research methods as social sciences, research methods as historical sciences, and research and practice. In the development, the method of marketing history research was considered, and the following four claims were made. (1) Regarding the characterization of scientific knowledge, the position of critical rationalism is the most persuasive so far. Therefore, if the illusion of induction is abandoned and marketing research is science, then empirical research should also shift from positivism to falsificationism and focus more on theory building.
(2) In the social sciences that target human behavior phenomena, there is no choice but to construct a theory centered on the principle of rationality. For that purpose, it is appropriate to adopt the theory-building method proposed by Popper, which is the logic of situation, the zero method, and the institutionalism.
(3) Historical research is interested in drawing various aspects of individual facts using the theory created in this way, and there are six types of historical research.
(4) The six types of historical research play a role in connecting theoretical research and practice.
