Barwise, Patrick
June 1995
Marketing Science;1995 Part 2 of 2, Vol. 14 Issue 3, pG29
Academic Journal
The current debate about the aims, methods and value of academic research in marketing could lead to real "organizational learning" by marketing academics. These debates and these issues are about improving the efficiency of quantitative "logical empiricist" research in marketing, which emulates the methods and successes of natural science. The role of more phenomenological, qualitative research is a largely separate issue since such research has rather different objectives. The two obvious characteristics of any empirical generalization (EG) are that it is a generalization based on repeated empirical evidence. Conversely, the crux of the debate about academic research in marketing is that, while most such research is empirical, little of it even attempts to establish any generalizations. Even if we exclude purely analytical research, the overwhelming emphasis is on developing and testing new theory, not on establishing empirical generalization. The two obvious characteristics of EG do, therefore, usefully define a domain which excludes most of marketing practice, teaching and research.


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