The comparative test has traditionally been viewed as a
theoretical and methodological technique that was useful for making rapid advances in the development of
marketing as a science. Enthusiasm for the comparative
test is rooted in logical empiricism. Unexplored
implications for the use of the comparative test in
marketing are offered from the sophisticated methodolog
ical falsificationist and the social constructionist
perspectives. A proposed solution to the problems that are
created from using the comparative test in the traditional
manner is presented. The solution proposed is relevant to
methodology in science in general and should aid research
and the development of theory in marketing.
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