search query: @indexterm REVIEWS / total: 67
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| Author: | Armstrong, J. S. Brodie, R. J. Parsons, A. G. |
| Title: | Hypotheses in Marketing Science: Literature Review and Publication Audit |
| Journal: | Marketing Letters
2001 : VOL. 12:2, p. 171-188 |
| Index terms: | MARKETING LITERATURE REVIEWS |
| Language: | eng |
| Abstract: | The authors examined three approaches to research in marketing: exploratory hypotheses, dominant hypothesis, and competing hypotheses. The authors' review of empirical studies on scientific methodology suggests that the use of a single dominant hypothesis lacks objectivity relative to the use of exploratory and competing hypotheses approaches. The authors then conducted a publication audit of over 1,700 empirical papers in six leading marketing journals during 1984-1999. Changes in the approach to hypotheses since 1984 have been modest; there was a slight decrease in the percentage of competing hypotheses to 11 %, which is explained primarily by an increasing proportion of papers on phenomena. |
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