A Prospectus for Theory Construction in Marketing
Open Access
- 1 January 1984
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 48 (1) , 11-29
- https://doi.org/10.1177/002224298404800102
Abstract
This article addresses the question, “How should theories be constructed?” In doing so, two approaches are considered: the classic positivist paradigm and an emerging realist perspective. An attempt is made to develop criteria for representing theories so that they can be more rigorously developed, tested, and evaluated.Keywords
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