Marketing Theories #6

Summary #6

Metatheory                                                                                    
Definition P29
Bartels (1970) – To understand to pertain to the requirements of theory formulation, with particular reference to the structure of thought and to utilization of language for the communication of meaning.

Zaltman et al (1973) – Careful appraisal of the methodology of science and the philosophical issues involved in the conduct of science. This is the investigation, analysis and the description of technology of building theory, the theory itself and the utilization of theory.  

Authors have chosen three distinct categories with two criteria:

1.      Syntax P 30 – Structure (i.e. whether the theoretical concepts are properly defined and integrated to form a strong nomological network; ability to grouped in a logical way, grouped to form hypotheses, and related hypotheses grouped to form theories; Bartell 1970 – Subject identification and unity) and Specification (Relationships among the theoretical concepts must be specified in a manner to clearly delimit the hypotheses/ Bartell 1970 – ‘interconcept relationship’). A good theory must be structurally sound with a precise organizational pattern.

2.      Semantics P31 – Testability (i.e. precise and direct operational definitions that can be tested by other scholars without having to worry that they will be misinterpreted) and Empirical support (i.e. evaluates the degree of confirming evidence that has been gathered to support the theory’s hypotheses). Must be clear, precise and complete in our description of what constitutes a relevant observation and how to interpret such observation so as to test the theory (Halbert 1964).

3.      Pragmatics P32 – Richness (i.e. ask how comprehensive and generalizable the theory is. A theory is more useful if it covers a large spectrum of problems, situations typically encountered. Bartels (1970) – Generality of relationships – suitability to explanation of experience on a broader scale.) and Simplicity (it evaluates the communication and implementation potential of the theory). Questioned the relevance of the theory to the ‘users’ – marketing practitioners.