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| Author: | Calder, B. Tybout, A. |
| Title: | A vision of theory, research, and the future of business schools |
| Journal: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 359-366 |
| Index terms: | MARKETING FUTURE BUSINESS SCHOOLS |
| Language: | eng |
| Abstract: | The authors have distinguished between two broad types of research: studies dedicated to development and testing of theoretical explanations and studies seeking to generalize observed effects to settings of interest. Generalizing the effects obtained in theory testing research by conducting additional effects studies using realistic data, such as scanner data, fails to take into account that theoretical explanation is not inherent in any set of data. |
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