How to avoid exploratory research

J. Armstrong

MPRA Paper from University Library of Munich, Germany

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.

Keywords: public relations; advertising; research methodologies; statistics (search for similar items in EconPapers)
JEL-codes: C4 C9 (search for similar items in EconPapers)
Date: 1970-08-01
References: View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Published in Journal of Advertising Research 10 (1970): pp. 27-30

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