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Abductive theory construction
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DOI：10.1002/jcpy.1280.png)
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摘要
En 中文
Consumer research is characterized by two types of research contributions: qualitative researchers propose original theory and quantitative researchers test existing theory. We describe a novel research approach that uses quantitative research methods to propose original theory. The method relies on an iterative investigate-learn-update research process that generates, but does not test, original theory. The method places a special emphasis on conducting informed exploratory studies that rely on a breadth of domains, procedures, populations, and analyses. This research approach has three benefits. First, it promotes the discovery of original theory in understudied domains. Second, the method encourages broad, boundary-expanding exploration, hence, has the potential to propose original theories that encompasses a large set of relationships. Third, the iterative nature of the method mitigates the inclusion of idiosyncratic construct relationships in the proposed theory. We provide a hypothetical illustration of the method and provide examples of research topics that might benefit from the approach.
Keyword:
exploratory research
research methods
theory development
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6.1
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1.3K
被引数:
8.5K
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