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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?.
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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