Kuhn&Levitt - _________ Student ID # Kuhn...

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Unformatted text preview: _________ Student ID # Kuhn & Levitt: A Syntopical Integration Submitted in Partial Fulfillment of the Course Requirements of BUS 220: Principles of Marketing University of Maine at Farmington Fall 2006 Due Date: Monday, 2 October 2006 Instructor: Dr. Thomas A. Maroney The purpose of this paper is to discover the relationship between Thomas S. Kuhns Structure of Scientific Revolutions and Theodore Levitts Marketing Myopia. To do this we must first take a look into the two pieces of work and examine them. Kuhns book is based around the idea of a paradigm, or a pattern or model, in the scientific world, also the anomalies associated with them. Paradigms can be developed over time, or passed on from generation to generation. Paradigms that are passed on are known as received beliefs. A set of received beliefs provides a basis from which scientific exploration can take place. Paradigms are created when a researcher discovers facts. When these facts are discovered researches approach the facts from several different angles, interpreting them in there own way. As these facts become shaped into a whole, it will either attract advocates or crumble. For it to be more successful then the previous paradigm, it must be more eye-catching. If this happens, if it attracts enough followers it will develop into its own profession. Paradigms dont offer answers, but the notion that the outcome could be something great. The paradigm will provide researchers with predictions; it is there duty to link the facts together with those predictions . Ironically research is done to assure what is already known, not to discover something new. However there are differences in methods of research and scientist may interpret the same paradigm differently. Differences in research typically occur through previous practical experience. The ability to evolve is also a property of a paradigm. If a researcher comes across an anomaly in their research, they will look further into it. When it is discovered why such a thing occurred, the paradigm is adjusted and any inconsistencies become regularities. To realize that an anomaly has taken place however scientists must know with the utmost accuracy what results to expect from an experiment. If the scientists does not follow the test criteria closely his results will be inaccurate and his data useless. When the results are different an abnormality has occurred. When an anomaly is recognized it creates a new theory. New theories are discovered when the proposed theory conflicts with facts. In young stages of a paradigm new theories and adjustments are easily made, however when it matures changes in thought (crises) upon the theory...
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Kuhn&Levitt - _________ Student ID # Kuhn...

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