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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?. - PowerPoint PPT Presentation
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© 2008 Robert H. Smith School of BusinessUniversity of Maryland
Some Thoughts About Theory
Roland T. RustUniversity of Maryland
© 2008 Robert H. Smith School of BusinessUniversity of Maryland
Where Should It Come From?
• Core disciplines (economics, psychology, sociology, etc.) – about fundamental constructs
• Organic theory – about higher-order marketing constructs
© 2008 Robert H. Smith School of BusinessUniversity of Maryland
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
© 2008 Robert H. Smith School of BusinessUniversity of Maryland
What Is It Good For?
• NOT for providing “legitimacy” to an empirical study
• Primary purpose – generalizability to multiple contexts and applications
© 2008 Robert H. Smith School of BusinessUniversity of Maryland
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
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