Download
1 / 5
50 likes | 181 Vues
This discussion by Roland T. Rust from the University of Maryland explores the origins and significance of marketing theory, emphasizing core disciplines such as economics, psychology, and sociology. It outlines the characteristics of effective theories, including their rigor and ability to generalize across contexts. The presentation evaluates the structure of theories using frameworks like boxes and arrows and mathematical equations, ultimately highlighting the importance of clarity and new insights in theory development.
E N D
Some Thoughts About Theory Roland T. Rust University of Maryland
Where Should It Come From? • Core disciplines (economics, psychology, sociology, etc.) – about fundamental constructs • Organic theory – about higher-order marketing constructs
What Does It Look Like? • Boxes and arrows – what drives what? • Equations – most rigorous • Even boxes and arrows sorts of theories are best expressed mathematically
What Is It Good For? • NOT for providing “legitimacy” to an empirical study • Primary purpose – generalizability to multiple contexts and applications
How Can We Tell Good Theory? • It is rigorous and precise • It explains as well as describes • It provides new insight • It makes simple what was previously unexpressed or ambiguous
