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The world, and the way research is conducted in marketing, has changed over the last fifty years. For example, there has been an increased emphasis on theory and model testing. This paper briefly identifies some of the changes that have occurred. It then discusses the role of theory and presents a method for combining theory (intuition, expectations) with data to form a model. Finally, it identifies a number of concerns with the way research is typically conducted, most of which involve “formulaic” approaches that have developed. The purpose of the paper is not to present a correct approach. Rather it is to have all of us, but especially young scholars, think more critically (and imaginatively) about how to advance knowledge in marketing. © 2019 Elsevier B.V. All rights reserved.

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The Evolving World of Research in Marketing and the Blending of Theory and Data

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  • 发表日期：

    2026年

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  • Donald R. Lehmann

摘要

The world, and the way research is conducted in marketing, has changed over the last fifty years. For example, there has been an increased emphasis on theory and model testing. This paper briefly identifies some of the changes that have occurred. It then discusses the role of theory and presents a method for combining theory (intuition, expectations) with data to form a model. Finally, it identifies a number of concerns with the way research is typically conducted, most of which involve “formulaic” approaches that have developed. The purpose of the paper is not to present a correct approach. Rather it is to have all of us, but especially young scholars, think more critically (and imaginatively) about how to advance knowledge in marketing. © 2019 Elsevier B.V. All rights reserved.