Empirics first or theory first? A new Journal of Marketing study makes a case for an empirics-first approach to marketing research, as opposed to the dominant theory-first approach.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221129200

Read a brief recap of this research: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-approach-that-develops-marketing-relevant-insights-from-real-world-problems/

Reference: Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald van Heerde, Darren S. U. Kim, and Joseph W. Alba, "Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation," Journal of Marketing. doi:10.1177/00222429221129200

Producer: Marissa Lambert

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: empirical research, marketing theory, relevance, empirical generalizations, research methods, marketing research

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