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How to avoid exploratory research

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  • Armstrong, J. Scott

Abstract

Introduction: Studies in marketing research often start with data rather than with a theory. This exploratory or inductive approach is at odds with the more preferred scientific method where the theory precedes the data in any single research study. (See, for example, the discussion by Francis, 1957). Because exploratory research is common, however, one might argue that it is of some value. A number of researchers have claimed that the exploratory approach leads to new and useful theories. But there is also the danger that the research will produce false leads or useless theories. An attempt is made in this paper to illustrate the dangers inherent in the exploratory approach. The question of whether the potential benefits are large enough to outweigh the dangers is left to the reader.

Suggested Citation

  • Armstrong, J. Scott, 1970. "How to avoid exploratory research," MPRA Paper 81666, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:81666
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    Cited by:

    1. Kaya, Bahar & Abubakar, A. Mohammed & Behravesh, Elaheh & Yildiz, Harun & Mert, Ibrahim Sani, 2020. "Antecedents of innovative performance: Findings from PLS-SEM and fuzzy sets (fsQCA)," Journal of Business Research, Elsevier, vol. 114(C), pages 278-289.
    2. Per Davidsson, 2016. "This Thing Called “Theory”," International Studies in Entrepreneurship, in: Researching Entrepreneurship, edition 2, chapter 3, pages 41-73, Springer.
    3. Olya, Hossein G.T. & Altinay, Levent, 2016. "Asymmetric modeling of intention to purchase tourism weather insurance and loyalty," Journal of Business Research, Elsevier, vol. 69(8), pages 2791-2800.
    4. Green, Kesten C. & Armstrong, J. Scott, 2015. "Simple versus complex forecasting: The evidence," Journal of Business Research, Elsevier, vol. 68(8), pages 1678-1685.
    5. Awe, Olajumoke A. & Woodside, Arch G. & Nerur, Sridhar & Prater, Edmund, 2020. "Capturing heterogeneities in orchestrating resources for accurately forecasting high (separately low) project management performance," International Journal of Production Economics, Elsevier, vol. 224(C).
    6. Hopkins, Lucas & Ferguson, Keith E., 2014. "Looking forward: The role of multiple regression in family business research," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 52-62.
    7. Roger Owusu-Boafo & Ernest Obeng & Jone Yeobah Addo, 2020. "The Relationship Between Credit Risk Management and the Profitability of Banks in Ghana," ACTA VSFS, University of Finance and Administration, vol. 14(2), pages 92-114.
    8. Olya, Hossein GT & Mehran, Javaneh, 2017. "Modelling tourism expenditure using complexity theory," Journal of Business Research, Elsevier, vol. 75(C), pages 147-158.
    9. Armstrong, J. Scott, 2011. "Illusions in Regression Analysis," MPRA Paper 81663, University Library of Munich, Germany.

    More about this item

    Keywords

    public relations; advertising; research methodologies; statistics;
    All these keywords.

    JEL classification:

    • C4 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics
    • C9 - Mathematical and Quantitative Methods - - Design of Experiments

    Statistics

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