1.1 Approaches to Research
1.1.2 Empiric First-Apporaches
- Theory-First Approach is when researchers “borrowed refined, or developed and tested empirically” (p. 319)
Stages of the Empiric First Research
Identify Opportunity (grounded in a real-world phenomenon, observation):
Explore the real word for inspiration, novelty and relevance
Evaluate Aptness fo EF Approach
Explore Terrain (obtaining and analyze data)
Generative/Compile/Acquire/Data
Understand the Data
Define the Scope
Advance Understanding (get valid insights without developing or testing theory)
Uncover Empirical Regularities
Formulate Conceptual and Theoretical Insights
Advise Stakeholders
References
Golder, Peter N, Marnik G Dekimpe, Jake T An, Harald J van Heerde, Darren SU Kim, and Joseph W Alba. 2023. “Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation.” Journal of Marketing 87 (3): 319–36.
Kindermann, Bastian, Daniel Wentzel, David Antons, and Torsten-Oliver Salge. 2023. “EXPRESS: Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options.” Journal of Marketing, 00222429231196122.
Swaminathan, Vanitha, Cait Lamberton, Shrihari Sridhar, and Detelina Marinova. 2023. “EXPRESS: Paradigms for Progress: An Anomaly-First Framework for Paradigm Development.” Journal of Marketing. SAGE Publications Sage CA: Los Angeles, CA.