Advancing Marketing Knowledge Kent B. Monroe AMA Winter Educators’ Conference February 12, 2005

Advancing Marketing Advancing Marketing KnowledgeKnowledge

Kent B. MonroeKent B. Monroe

AMA Winter Educators’ Conference AMA Winter Educators’ Conference February 12, 2005February 12, 2005

Advancing Marketing KnowledgeAdvancing Marketing Knowledge 22

Thanks and AcknowledgementsThanks and Acknowledgements

American Marketing AssociationAmerican Marketing Association McGraw-Hill/IrwinMcGraw-Hill/Irwin Selection CommitteeSelection Committee Madhu ViswanathanMadhu Viswanathan Current and former colleagues at Illinois, Current and former colleagues at Illinois,

Richmond, Virginia Tech, MassachusettsRichmond, Virginia Tech, Massachusetts Current and former studentsCurrent and former students My familyMy family


Three RecommendationsThree Recommendations

1.1. Encourage Encourage multiple approachesmultiple approaches for for developing knowledgedeveloping knowledge

2.2. Reduce use of traditional Reduce use of traditional rules of thumbrules of thumb

3.3. Endorse ways of Endorse ways of accumulating knowledgeaccumulating knowledge Researchers, educators, reviewers and Researchers, educators, reviewers and

editors all play a significant roleeditors all play a significant role


Questions of Empirical ResearchQuestions of Empirical Research

Is there an effect? (Conclusion validity)Is there an effect? (Conclusion validity)If so, can we detect it?If so, can we detect it?Have correct statistical analyses been used?Have correct statistical analyses been used?

Are there rival, plausible hypotheses? Are there rival, plausible hypotheses? (Internal validity)(Internal validity)

Can we generalize back to theory? Can we generalize back to theory? (Construct validity)(Construct validity)

Can we generalize to and across … ? Can we generalize to and across … ? (External validity)(External validity)


Some Ways to Enhance DiscoverySome Ways to Enhance Discovery

Allow for accidents and unexpected Allow for accidents and unexpected observations to occurobservations to occur

Determine reasons for variability or errorDetermine reasons for variability or error Ease the focus on precision Ease the focus on precision Get out in the field (observe, listen)Get out in the field (observe, listen) Tinker around: let the “data” speak to youTinker around: let the “data” speak to you


Researchers’ DilemmaResearchers’ Dilemma

Maximizing construct validity may reduce Maximizing construct validity may reduce conclusion validity (finding an effect)conclusion validity (finding an effect)

Maximizing internal validity may reduce Maximizing internal validity may reduce construct validity of setting, sample, construct validity of setting, sample, treatments treatments

Generalizing effects to different constructs Generalizing effects to different constructs requires multiple, diverse research effortsrequires multiple, diverse research efforts


Multiple ApproachesMultiple Approaches

1.1. Theory + Method Theory + Method Substantive Substantive

2.2. Substantive + Method Substantive + Method Theory Theory

3.3. Substantive + Theory Substantive + Theory Method Method– (McGrath and Brinberg, ((McGrath and Brinberg, (Journal of Consumer ResearchJournal of Consumer Research, June 1983), June 1983)

It is myopic to believe there is only one It is myopic to believe there is only one way to develop knowledge.way to develop knowledge.


Rules of ThumbRules of Thumb

The fallacy of “statistical significance”The fallacy of “statistical significance” Are empirical effects only significant if the Are empirical effects only significant if the

statistical test of the null hypothesis statistical test of the null hypothesis achieves a probability level of .05?achieves a probability level of .05?

Is this an appropriate or even the only Is this an appropriate or even the only criterion for accepting new knowledge?criterion for accepting new knowledge?


Criteria for Selecting Criteria for Selecting αα

Select small Select small αα if: if: Greater research Greater research

controlcontrol Unsure of direction of Unsure of direction of

effecteffect Large confidence Large confidence

interval neededinterval needed Large effect expectedLarge effect expected

Select larger Select larger αα if: if: Small sample sizeSmall sample size

(Hunter, (Hunter, Journal of Consumer Journal of Consumer ResearchResearch, June 2001), June 2001)

Early stages of Early stages of researchresearch


Other Considerations for Selecting Other Considerations for Selecting αα

Consequences of type I error vs. type II Consequences of type I error vs. type II errorerror

Prior evidence against the null hypothesisPrior evidence against the null hypothesis

The convention of p < .05 is popular but The convention of p < .05 is popular but of dubious merit.of dubious merit.


Accumulating KnowledgeAccumulating Knowledge

The problem of n = 1The problem of n = 1 – (Wells, (Wells, Journal of Consumer ResearchJournal of Consumer Research, December 2001), December 2001)

Searching for new knowledge vs. building a “store” Searching for new knowledge vs. building a “store” of knowledgeof knowledge

The need forThe need for Replication (Can results be reproduced?)Replication (Can results be reproduced?) Robustness (Do results hold across concepts, methods, Robustness (Do results hold across concepts, methods,

substantive areas?)substantive areas?) Boundary conditions (When are results not supported?)Boundary conditions (When are results not supported?)

Re-searchRe-search



Knowledge accrual requires convergence of Knowledge accrual requires convergence of findings derived from divergent methods.findings derived from divergent methods.

Construct validity requires diversity of methods.Construct validity requires diversity of methods. Robustness or generalizability requires diversity Robustness or generalizability requires diversity

of populations, occasions, settings, and of populations, occasions, settings, and methods.methods.

Neither one study nor a few studies are Neither one study nor a few studies are sufficient to determine knowledgesufficient to determine knowledge..



Replication is Replication is – complementary to diversity, generalizability, complementary to diversity, generalizability,

robustness.robustness.– necessary to reduce the small sample bias of our necessary to reduce the small sample bias of our

researchresearch A replicated result represents information about A replicated result represents information about

the reliability of a finding.the reliability of a finding. The belief that replication research does not The belief that replication research does not

make a significant contribution is a make a significant contribution is a misconception.misconception.



We should encourage a diversity of We should encourage a diversity of methods applied to any research domain, methods applied to any research domain, by someone.by someone.

It is not expected that any one researcher It is not expected that any one researcher be an omnimethod expert.be an omnimethod expert.

However, we must demand it of the However, we must demand it of the Marketing discipline as a collective.Marketing discipline as a collective.


A Fantastic and Rewarding JourneyA Fantastic and Rewarding Journey

Discovering and developing new knowledgeDiscovering and developing new knowledge Writing and communicating this knowledgeWriting and communicating this knowledge Teaching and mentoringTeaching and mentoring

– Doctoral students (36 dissertations)Doctoral students (36 dissertations)– Masters students (MBA and MS)Masters students (MBA and MS)– Undergraduate studentsUndergraduate students– New facultyNew faculty– Editing and reviewing manuscriptsEditing and reviewing manuscripts


Thank You!Thank You!

I truly appreciate this honor.I truly appreciate this honor. Best wishes for a enjoyable conference and Best wishes for a enjoyable conference and

a productive and happy 2005.a productive and happy 2005.

Enjoy the journey – it is a very rewarding Enjoy the journey – it is a very rewarding experience to be an educator.experience to be an educator.

Documents

Advancing Marketing Knowledge Kent B. Monroe AMA Winter Educators’ Conference February 12, 2005