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Towards an integral marketing research practice in the ontological and epistemological dimensions through the non-dualistic paradigm of reality

Thesis (DTech(Marketing Management)--Cape Peninsula University of Technology, 2012 / Scientific social inquiry beholds four dimensions of research, namely the epistemological, the
ontological, the sociological, and the methodological dimension. Regardless of the approach taken,
the goal of any scientific social inquiry is to produce knowledge that is as close as possible to the
truth (implicitly or explicitly). Nonetheless, in ensuring that all scientific inquiry is truthful, it also has
to be objective as well as rational.The nature of reality as it manifested itself in the new quantum physics changed irrevocably the
dimensions of what constituted objectivity in science. Quantum physics, but more so the Heisenberg
Principle was so cataclysmic that it not only attacked one or two conclusions about Classical Physics,
but it completely replaced the very cornerstone and foundation on which the whole edifice of the
Newtonian reality was based. In short, the Heisenberg Principle was the realisation that the conscious
observer directly influenced what was being observed. In some mysterious fashion, the subject and
the object were intimately united. It held a monistic worldview by proclaiming only oneness, and
consequently relinquished the Cartesian dualism of the world.Hence, this research draws on the key postulate of oneness (monism) as put forward by quantum
mechanics and questions the objectiveness, rationality and truthfulness of scientific inquiry. It does so
by using a theoretical research design, i.e. a non-experimental conceptual historical inductive study.
Providing an overview of monistic philosophy, it concludes that all is mind and the physical dualistic
reality is a mere illusion. In reconciling the physical with the metaphysical worlds, the paper draws on
Ouspensky’s Space-time and Mind model. By analysing the so-called fifth dimension of space, the
research then proposes the inclusion of the Precognitive Research design, which augments the
existing research designs (exploratory, descriptive and causal), and will enable scientists to come
closer to truthful knowledge.

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/1718
Date January 2012
CreatorsHaydam, Norbert Emil
PublisherCape Peninsula University of Technology
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeThesis
Rightshttp://creativecommons.org/licenses/by-nc-sa/3.0/za/

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