Editorial

Scientific research in marketing

Abstract

This editorial examines the trajectory and current state of scientific research in marketing, addressing the epistemological tensions that have characterized its development. It critically analyzes the predominance of the positivist paradigm in marketing research and establishes a necessary differentiation between scientific research and market research, whose confusion has generated significant conceptual and methodological challenges. The text explores the emergence of alternative approaches such as qualitative research, arts-based methods, narrative research, and historical approaches, which have opened new pathways for understanding marketing phenomena from broader cultural and social perspectives. It suggests that marketing is at a crucial moment to develop its own epistemological, ontological, and methodological identity, requiring the consolidation of its own method and a clear definition of its object of study.