Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation. (May 2023)

• Record Type: Journal Article
• Authors: Golder, Peter N.; Dekimpe, Marnik G.; An, Jake T.; van Heerde, Harald J.; Kim, Darren S.U.; Alba, Joseph W.
• Is Part Of: Journal of marketing. Volume 87:Number 3(2023)
• Page Start: 319
• Page End: 336
• Publication Date: 2023-05
• Subjects: empirical research -- marketing theory -- relevance -- empirical generalizations -- research methods.; Marketing -- Periodicals; Marketing -- Management -- Periodicals; 658.8005
• DOI: 10.1177/00222429221129200
• Languages: English
• ISSNs: 0022-2429

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.