Abstract
Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant To Accounting and Marketing
Highlights
Pfeffer and Fong [2] gave an analysis of the criticisms and the facts related to these impressions, and the reality continues that the general perception of many is that much research in business is not relevant or cannot be generalized into practice. In this editorial we argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied
We start with a brief description of the nature of research, simplifying it into two different dichotomies: 1) basic research and non-basic research on one continuum, and 2) applied research and pure research on the other
We give illustrations from science, accounting and marketing to demonstrate each of the four possible combinations of research: pure-basic, pure-non basic, applied-basic and applied non basic when these terms are dichotomized
Summary
Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant to Accounting and Marketing. Application driven theory resides in the top right quadrant of Table 1 An example of this is Fibonacci’s [4] book Liber Abaci, which introduced Arabic numbers to Europe in 1202 to solve the problems in calculation of mathematics. Probability theory has since spread to affect all areas of scientific thought, including accounting (e.g., how to take audit samples) and marketing (e.g., consumer decision-making modeling) Another example from marketing research is illustrated by the development of the Golden Numerical Scale for questionnaire design [7].
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