@article{2018,title={POSITIVE TRAIT OF MARKETING RESEARCH and THE DISTINCTION OF NORMATIVE MARKET RESEARCH: CASE STUDY PRESENTATION},abstractNode={Marketing is rather regarded as an art or a practice. To be named as science, marketing scholars have been recommended to design positive researches on marketing in addition to normative market researches. Although both seem to fit the same scientific criteria; “Why market research is limited as normative?” and “How marketing research can become positive?” The answers of these questions are explored depending on a case study presented as a marketing scholarly literature sequence. Discussions within this study demonstrate how marketing research corresponds to Popper's "falsification" approach. Kuhn’s and Feyerabend’s famous claim on “impossibility of objectivity” in science is questioned by proposing an alternative conceptualization of objectivity. The “intersubjective certification” approach of Hunt, who is one of the leading philosophers of marketing science, is revisited from the perspective of objectivity conceptualized in this study. In the end of the study, the common and discrete aspects of market and marketing research are presented. There also proposed a discussion ground regarding the basic and applied perspectives of marketing science.},author={Göknil Nur KOÇAK},year={2018},journal={The Journal of Academic Social Science}}