Through the Paradigm Funnel: A Conceptual Tool for Literature Analysis

Abstract

This paper introduces the “paradigm funnel” as a research tool and suggests how it could be used to produce enlightened analysis of complex literatures. This article first explores the use of Kuhn's notion of a paradigm. It goes on to introduce the notion of a “paradigm funnel” Next it explains the four level construction of the funnel and points out the importance of the dynamics between these levels. In the main body of the article, a detailed example from an area of marketing literature is used to illustrate how the paradigm funnel can be used to structure an insightful literature review and to generate enlightened research thinking. It is suggested that this tool will be especially useful for doctoral students and for any researcher faced with a heterogeneous body of literature.

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