A Comparative Review of Research Methods for Measuring Market Orientation in For-Profit Organization

Author: Barbara Flemming
University of the Virgin Islands, United States.


Scientists from the natural sciences have articulated a need to examine and effectively address the many emerging issues in social research and to continue reevaluate the current methodology being used to measure organizational phenomenon. The purpose of this study is to examine the conceptual similarities of qualitative, quantitative, and mixed methods research theories and to analyze the extent to which these theories overlap and look at the contribution each make as a valid method for measuring market orientation. The paper also examined the contextual factors which makes one method more appropriate for measuring marketing objectives and briefly summarized the recent history of each methodology while highlighting several findings that need additional work as the field of social science continues to advance. It is suggested that mixed methods research is a representation of the three research methodologies that is widely used by practitioners and scholars in the field of the social sciences. It is hoped that this paper will contribute to the ongoing dialogue on research methodology as it is conceptualized by its practitioners and scholars. The paper will conclude by examining the effectiveness of each research constructs as a valid method of research for measuring market orientation.