?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Hypotheses+in+Marketing+Science%3A+Literature+Review+and+Publication+Audit&rft.creator=Armstrong%2C+J.+Scott&rft.creator=Brodie%2C+Roderick+J.&rft.creator=Parsons%2C+Andrew+G.&rft.subject=Behavioral+Analysis&rft.description=We+examined+three+approaches+to+research+in+marketing%3A+exploratory+hypotheses%2C+dominant+hypothesis%2C+and+competing+hypotheses.+Our+review+of+empirical+studies+on+scientific+methodology+suggests+that+the+use+of+a+single+dominant+hypothesis+lacks+objectivity+relative+to+the+use+of+exploratory+and+competing+hypotheses+approaches.+We+then+conducted+a+publication+audit+of+over+1%2C700+empirical+papers+in+six+leading+marketing+journals+during+1984-1999.+Of+these%2C+74%25+used+the+dominant+hypothesis+approach%2C+while+13+%25+used+multiple+competing+hypotheses%2C+and+13%25+were+exploratory.+Competing+hypotheses+were+more+commonly+used+for+studying+methods+(25%25)+than+models+(17%25)+and+phenomena+(7%25).+Changes+in+the+approach+to+hypotheses+since+1984+have+been+modest%3B+there+was+a+slight+decrease+in+the+percentage+of+competing+hypotheses+to+11%25%2C+which+is+plained+primarily+by+an+increasing+proportion+of+papers+on+phenomena.+Of+the+studies+based+on+hypothesis+testing%2C+only+11+%25+described+the+conditions+under+which+the+hypotheses+would+apply%2C+and+dominant+hypotheses+were+below+competing+hypotheses+in+this+regard.+Marketing+scientists+differed+substantially+in+their+opinions+about+what+types+of+studies+should+be+published+and+what+was+published.+On+average%2C+they+did+not+think+dominant+hypotheses+should+be+used+as+often+as+they+were%2C+and+they+underestimated+their+use.&rft.date=2001&rft.type=Journal+(Paginated)&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Fcogprints.org%2F5186%2F1%2FHypotheses_in_Marketing_Science.pdf&rft.identifier=++Armstrong%2C+J.+Scott+and+Brodie%2C+Roderick+J.+and+Parsons%2C+Andrew+G.++(2001)+Hypotheses+in+Marketing+Science%3A+Literature+Review+and+Publication+Audit.++%5BJournal+(Paginated)%5D+++++&rft.relation=http%3A%2F%2Fcogprints.org%2F5186%2F