Abstract
This article addresses the question, “How should theories be constructed?” In doing so, two approaches are considered: the classic positivist paradigm and an emerging realist perspective. An attempt is made to develop criteria for representing theories so that they can be more rigorously developed, tested, and evaluated.
Keywords
ProspectusPerspective (graphical)PositivismEpistemologySociologyMarketingComputer scienceManagement scienceBusinessEconomicsPhilosophyArtificial intelligence
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Publication Info
- Year
- 1984
- Type
- article
- Volume
- 48
- Issue
- 1
- Pages
- 11-29
- Citations
- 382
- Access
- Closed
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Cite This
Richard P. Bagozzi
(1984).
A Prospectus for Theory Construction in Marketing.
Journal of Marketing
, 48
(1)
, 11-29.
https://doi.org/10.1177/002224298404800102
Identifiers
- DOI
- 10.1177/002224298404800102