Designing conceptual articles: four approaches
Subject Areas : Media Management
1 - Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
Keywords: Conceptual research, Research design, Methodology, Theoretical article,
Abstract :
This article is a translation of "designing conceptual articles: four approaches". As a powerful means of theory building, conceptual articles are increasingly called for in marketing academia. However, researchers struggle to design and write non-empirical articles because of the lack of commonly accepted templates to guide their development. The aim of this paper is to highlight methodological considerations for conceptual papers: it is argued that such papers must be grounded in a clear research design, and that the choice of theories and their role in the analysis must be explicated and justified. The paper discusses four potential templates for conceptual papers – Theory Synthesis, Theory Adaptation, Typology, and Model – and their respective aims, approach for using theories, and contribution potential. Supported by illustrative examples, these templates codify some of the tacit knowledge that underpins the design of nonempirical papers and will be of use to anyone undertaking, supervising, or reviewing conceptual research. Theory Synthesis, Theory Adaptation, Typology, and Model – and their respective aims, approach for using theories, and contribution potential. Supported by illustrative examples, these templates codify some of the tacit knowledge that underpins the design of nonempirical papers and will be of use to anyone undertaking, supervising, or reviewing conceptual research.
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