You don't seem to be logged in
Go log inGo make a loginPages will open in a new tab. Return here when you are set
- Academics tend to have a different view than practitioners. They are more interested in general patterns, and practitioners are more narrowly interested in their job of selling some particular thing. Nevertheless they are trying to understand a lot of the same thoughts and feelings and behaviours.
- Academics differ in how much they orient towards a positivist way of looking at the field (i.e., focus on facts, hard evidence, and disconfirmable ideas) or an interpretivist way (i.e., focus on forming ‘thick’ narrative understandings). Arguably these are also both ways of accessing the same underlying truths.