Controversies in values research: methodological implications

Manyiwa, Simon ORCID: https://orcid.org/0000-0003-4497-8687 (2014) Controversies in values research: methodological implications. Discussion Paper Series: Marketing, 2004 (27) .

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Abstract

This paper reviews the controversies surrounding values research. The methodological implications of these controversies are also highlighted. Awareness of these controversies might enable researchers to make more informed choices of values research approaches. In addition, the awareness could be the basis for further research work.

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