The following essay discuss the concept of positionality and how this may impact on any research one undertake. I have try to discuss all different concepts of Positionality and critically review…as I have try to explain that how they all are interrelated to each other and how can we apply all theories as a whole . How each standard theory contradict the other and made the study very complex one. The essay discusses the concept of positionality and how this may impact on any research one undertake. I have try to explain that how they all are interrelated to each other and how can we apply all theories as a whole . How each standard theory contradicts the other and made the study very complex one. How it is very important to consider the positionality of a researcher and how his own race, gender ethnicity and many other factors can affect any research and its result. INTRODUCTION
The simple English meaning of positionality is “your place in space” A position of marketing researcher is very important aspect its so important that a hard time consuming research will go in vain if the positionality of a researcher is not known or not understood. Or not undertaken into consideration. As we all know that an human being changes according to his one position and understanding one human play many different role e.g. one men can play as father, manger, a husband, a son, a student and during all these different roles he is playing his speech his thinking his ideas his words his tone changes accordingly. Now when he is doing his research his thinking his preconceived ideas his background plays very important role in his result .Positionality has a strong impact on any research bad research is when one ignore His own positionality The ultimate result of research depends on all the factors which are influencing at that time the mind of the subject. LITRATURE REVIEW
Any research has two main stages one is collection of information and second drawing conclusion on the basis of that collected information. Now this above mentioned stages are very important and changes according to positionality of a researcher. Main paradigm axis consist o f three main axis where each axis deals with the philosophical overview of what is accepted to be ‘scientific’Lets discuss each paradigm one by one The positivist—interpretivist concern more on different kind of knowledge . Positivism is the philosophy which is a factual knowledge come only from accepting which ha s through strict scientific method. Speculation imagination of any sort is avoided. Developed by Auguste Comte in mid 19th century. Comte attempted to prove that human development has to go through these three stages it seems that the positivist stage is far from becoming a realization. This is due to two truths. The positivist phase requires having complete understanding of the universe and world around us and requires that society should never know if it is in this positivist phase. One may argue that the positivist phase could not be reached unless one were God thus reverting to the first and initial phase; or that humanity is constantly using science to discover and research new things leading one back to the second metaphysical phase. Thus, some believe Comte’s positivism to be circular.[ . “Comte's ideas of positivism have intrigued many. Within years of his book (A General View Of Positivism (1856) )other scientific and philosophical thinkers began creating their own definitions for Positivism. They included Émile Zola, Emile Hennequin, Wilhelm Scherer, and Dimitri Pisarev so nicely describe by Einstein "Imagination is more important than knowledge." Positivism has been criticize for its being very physical it denies many theories which are hypothetical and can not been seen or has no evidence as if u think of human behviour and human psychology one can not explain if we are only positivist, positivism...