How to avoid exploratory research

Armstrong, J. Scott (1970): How to avoid exploratory research. Published in: Journal of Advertising Research No. 10 (1970): pp. 27-30.

Abstract

Introduction: Studies in marketing research often start with data rather than with a theory. This exploratory or inductive approach is at odds with the more preferred scientific method where the theory precedes the data in any single research study. (See, for example, the discussion by Francis, 1957). Because exploratory research is common, however, one might argue that it is of some value. A number of researchers have claimed that the exploratory approach leads to new and useful theories. But there is also the danger that the research will produce false leads or useless theories. An attempt is made in this paper to illustrate the dangers inherent in the exploratory approach. The question of whether the potential benefits are large enough to outweigh the dangers is left to the reader.

• Item Type: MPRA Paper
• Language: English
• Keywords: public relations, advertising, research methodologies, statistics
• Subjects: C - Mathematical and Quantitative Methods > C4 - Econometric and Statistical Methods: Special Topics; C - Mathematical and Quantitative Methods > C9 - Design of Experiments

References

Ando, A. and G. M. Kaufman (1966), “Evaluation of an ad hoc procedure for estimating parameters of some linear models,” Review of Economics and Statistics, 48, 334-40.

Armstrong, J. Scott (1968), “Long-range forecasting for international markets: The use of causal models,” in Robert L. King (ed.), Marketing and the New Science of Planning. Chicago: American Marketing Association.

Dixon, W. J., ed. (1967), BMD: Biomedical Computer Programs. Berkeley: University of California Press.

Francis, R. G. (1957), “The relation of data to theory,” Rural Sociology, 22, 258-66.

Frank, Ronald E. (1966), “Use of transformation,” Journal of Marketing Research, 3, 247-253.

Harvey, John (1953), “The content characteristics of best-selling novels ,” Public Opinion Quarterly, 17, 91-114.

Johnston, J. (1963), Econometric Methods. New York: McGraw-Hill.

Prais, S. J. And H. S. Houthakker (1955), The Analysis of Family Budgets. Cambridge: Cambridge University Press.

Russett, B. M., et al. (1961), World Handbook of Political and Social Indicators. New Haven: Yale University Press.

Theil, H. and A. S. Goldberger (1961), “On pure and mixed statistical estimation in economics,” International Economic Review, 2, 65-78.