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Published on: September 16, 2015
Confidence in research findings depends on theory
David Gal1, Brian Sternthal2, Bobby J Calder2
1Department of Marketing, University of Illinois Chicago, Chicago, IL, USA davidgal@uic.edu.
Abstract:
Almaatouq et al. view the purpose of research is to map variable-to-variable relationships (e.g., the effect of X on Y). They also view theory as this mapping of variable-to-variable relationships rather than an explanation of why the relationships occur. However, it is theory as explanation that allows us to reconcile disparate findings and that should guide application.
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