A Framework for Undertaking Conceptual and Empirical Research

Despite marketing scholars’ continued calls for more conceptual works, the number of conceptual contributions within the marketing discipline is declining. In this chapter, we argue that one strategy to address this decline is to develop methodological frameworks that can describe and guide the creation of conceptual scientific knowledge. This chapter offers such a framework—the conceptual and empirical research (CER) model. The model encompasses three embedded layers that interrelate conceptual and empirical research processes: ultimate presumptions, abductive logic, and research design. This model highlights knowledge creation as an emergent process and proposes a range of conceptual research strategies to facilitate the discovery and justification of conceptual insights. From this process emerge potentially effective strategies for theoretically relevant collaborative research.