Three Strategies for Research Progress
How to advance consumer research effectively?
1What is Research Progress?
Researchers must demonstrate how their work contributes to scientific advancement. Three key strategies emerge: establishing an effect, theory of the effect, and theoretical framework. Each strategy relies on different methodological approaches and logical foundations.
2Establishing-an-Effect Strategy
This strategy is based on the reliable replication of a relationship between variables. Researchers claim progress by proving the existence of a specific effect. This approach is commonly used in experimental studies.
3Theory-of-the-Effect Strategy
The theory of the effect provides a local mechanism explaining when and how a particular effect occurs. This strategy is the most widely used in consumer research and offers theoretical depth.
4Theoretical Framework Strategy
The theoretical framework offers an explanation that transcends a single effect paradigm. This strategy aims to claim progress from a broader perspective. However, it is rarely used in consumer research.
5Comparing the Strategies
Each strategy has different methodological emphases and vulnerabilities. Establishing an effect focuses on replicability, while the theory of the effect explains mechanisms. The theoretical framework provides a comprehensive explanation.
6Recommendations for Research Progress
By recognizing the advantages and vulnerabilities of these strategies, researchers can combine them to make stronger claims of progress. This approach is a significant step in enhancing scientific contribution.
Original article: Journal of Consumer Psychology — Araştırma İlerlemesi İçin Üç Strateji