Authors: Ian Wilkinson
The value and contribution of research is conceptualized in terms of three key dimensions phenomena and/or context, theory and methodology. Using examples from marketing, I show how different kinds of contributions can be made. Generalisation is a core issue but several different types exist, not all of which are relevant in judging the academic weight of research. It is argued that in an applied discipline like marketing, managerial versus academic generalization can become confused and this tends to limit and compromise the value of our research. The paper is designed to help beginning researchers become more aware of what makes good and interesting, academic research.
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Publish Year: 2003
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