新产品开发方法论:实证主义与解释主义

Two Methodologies in the Product Development Theory——Positivism and Interpretivism

论述在新产品开发研究中有两个方法论:占主流的实证主义方法论和自20世纪80年代被运用到市场营销学研究领域中的解释主义方法论。两种方法论的取向不同导致在消费者需求、调查方法产生巨大的差别。两种方法论,引发了对社会现象的认识、消费者需求的法则性、各自的局限性以及如何结合应用的思考。

There are two methodologies in the product development theory which are positivism and interpretivism.Whereas the former has long been under the ground of the mainstream of marketing theories,the latter has just been introduced in the 1980＇s and growing now.They gave rise to different views on consumer＇s needs research method,and stirred people＇s thinking on social phenomenon and regulation of consumer＇s needs,their disadvantages,and integration and application methods.