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| Tekijä: | Hubbard, R. Lindsay, R. M. |
| Otsikko: | How the emphasis on 'original' empirical marketing research impedes knowledge development |
| Lehti: | Marketing Theory
2002 : VOL. 2:4, p. 381-402 |
| Asiasana: | EMPIRICAL RESEARCH KNOWLEDGE DEVELOPMENT MARKETING STATISTICS |
| Kieli: | eng |
| Tiivistelmä: | Empirical research in marketing should focus on the development of empirical generalizations. Marketers do a huge amount of empirical research, but have little in the way of empirical generalizations. This is primarily because most empirical research consists of 'original' or 'novel' works looking for significant differences, rather than significant sameness, in unrelated data sets, thus exemplifying the 'cult of the isolated study'. As a result, the marketing literature is made up largely of uncorroborated, fragmented, 'one-off results. Such results are of little use to marketing practitioners or academicians. The authors discuss a number of impediments to the development of empirical generalizations - preoccupation with the hypothetico - deductive conception of science. |
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