EXPRESS: Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation,Journal of Marketing

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EXPRESS: Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
Journal of Marketing ( IF 11.5 ) Pub Date : 2022-09-13 , DOI: 10.1177/00222429221129200
Peter N. Golder , Marnik G. Dekimpe , Jake T. An , Harald J. van Heerde , Darren S.U. Kim , Joseph W. Alba

A “theory-first” paradigm tends to be the dominant approach in much academic marketing research. In this approach, a theory is borrowed, refined, or developed and then tested empirically. In this c...

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