This topic got me thinking when somebody said that research does not always work.There is a theoretical approach to the whole thinking process of choosing the right way to do research.
Generally research is confused with being statistical and every answer asked in a research question can only exist if proven scientifically based on a certain perspective."Positivism is an epistemological perspective and philosophy of science which holds that the only authentic knowledge is that which is based on sense experience and positive verification." source: Wikipedia
Post-Positivism begs to differ."In philosophy and models of scientific inquiry, post-positivism (also called postempiricism) is a metatheoretical stance following positivism. Post-positivists believe that human knowledge is based not on unchallengeable, rock-solid foundations, but rather upon human conjectures."source: Wikipedia
When we look up both the definitions we understand that Post positivism approach if applied to research in areas like Marketing, Public Relations and Advertising will probably give more space to understand people and their issues than simply looking at them as statistical samples.
Solutions in such cases in research can be obtained far better than other otherwise, other than simply discarding research as a subject that does not deliver.
Also read more on this on http://www.socialresearchmethods.net/ and material written on the same by Zina O'leary.
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