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This article is about methodology in research in marketing. It questions the mainstream choice of approaches and suggests alternative directions with qualitative rather than quantitative inquiry in focus. It deals with my personal journey through Methodologyland; the establishment of a Hall of Fame of my favorite research approaches supplemented with a Chamber of Horrors; and a brief commentary on some pivotal concepts in science. It concludes that the absence of the development of generaldoi:10.1177/147059310100100102 fatcat:kboi32mezjdujmecylatlyii4m