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Article

Toward improving the quality of empirical public and nonprofit research: advocating for a pluralist methodological approach

International Review on Public and Nonprofit Marketing. 2018. Vol. 15. No. 1. P. 67-86.
Novatorov E. V.

The paper advocates pluralist methodological paradigm approach for improving the quality of empirical and theoretical public and nonprofit research. Many researchers rely on logico-positivist/empiricist research paradigm as leading orientation to improve the quality of their work, clarify the theoretical contributions of their work, and reduce the probability of having their journal submissions rejected. The main thesis of this paper is that pluralist methodological approach will benefit the quality of empirical and theoretical public and nonprofit research. Alternative conceptualizations of public and nonprofit marketing are suggested.