Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation

Golder, P; Dekimpe, M; An, J; van Heerde, H; Kim, D; Alba, J

Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation

Golder, P Dekimpe, M An, J

van Heerde, H Kim, D Alba, J

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Publisher:: SAGE Publications
Publication Type:: Journal Article
Citation:: Journal of Marketing, 2023, 87, (3), pp. 319-336
Issue Date:: 2023-01-01

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Field	Value	Language
dc.contributor.author	Golder, P
dc.contributor.author	Dekimpe, M
dc.contributor.author	An, J https://orcid.org/0000-0003-4684-5909
dc.contributor.author	van Heerde, H
dc.contributor.author	Kim, D
dc.contributor.author	Alba, J
dc.date.accessioned	2024-03-06T05:07:20Z
dc.date.available	2024-03-06T05:07:20Z
dc.date.issued	2023-01-01
dc.identifier.citation	Journal of Marketing, 2023, 87, (3), pp. 319-336
dc.identifier.issn	0022-2429
dc.identifier.issn	1547-7185
dc.identifier.uri	http://hdl.handle.net/10453/176202
dc.description.abstract	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 challenging-the-boundaries article, the authors make a case for an empirics-first approach. “Empirics-first” refers to research that (1) is grounded in (originates from) a real-world marketing phenomenon, problem, or observation, (2) involves obtaining and analyzing data, and (3) produces valid marketing-relevant insights without necessarily developing or testing theory. The empirics-first approach is not antagonistic to theory but rather can serve as a stepping-stone to theory. The approach lends itself well to today’s data-rich environment, which can reveal novel research questions untethered to theory. The present article describes the underlying principles of an empirics-first approach, which consists of exploring a domain purposefully without preconceptions. Using a rich set of published examples, the authors offer guidance on how to implement empirics-first research and how it can lead to valuable knowledge development. Advice is also offered to scholars on how to report empirics-first research and to reviewers and to editorial teams on how to evaluate it. The ultimate objective is to pave a way for the empirics-first approach to enter the mainstream of academic marketing research.
dc.language	English
dc.publisher	SAGE Publications
dc.relation.ispartof	Journal of Marketing
dc.relation.isbasedon	10.1177/00222429221129200
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	1505 Marketing, 1506 Tourism
dc.subject.classification	Marketing
dc.subject.classification	3506 Marketing
dc.subject.classification	3507 Strategy, management and organisational behaviour
dc.title	Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
dc.type	Journal Article
utslib.citation.volume	87
utslib.for	1505 Marketing
utslib.for	1506 Tourism
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Business
pubs.organisational-group	University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access	*
pubs.consider-herdc	true
dc.date.updated	2024-03-06T05:07:19Z
pubs.issue	3
pubs.publication-status	Published
pubs.volume	87
utslib.citation.issue	3

Abstract:

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 challenging-the-boundaries article, the authors make a case for an empirics-first approach. “Empirics-first” refers to research that (1) is grounded in (originates from) a real-world marketing phenomenon, problem, or observation, (2) involves obtaining and analyzing data, and (3) produces valid marketing-relevant insights without necessarily developing or testing theory. The empirics-first approach is not antagonistic to theory but rather can serve as a stepping-stone to theory. The approach lends itself well to today’s data-rich environment, which can reveal novel research questions untethered to theory. The present article describes the underlying principles of an empirics-first approach, which consists of exploring a domain purposefully without preconceptions. Using a rich set of published examples, the authors offer guidance on how to implement empirics-first research and how it can lead to valuable knowledge development. Advice is also offered to scholars on how to report empirics-first research and to reviewers and to editorial teams on how to evaluate it. The ultimate objective is to pave a way for the empirics-first approach to enter the mainstream of academic marketing research.

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http://hdl.handle.net/10453/176202