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Authors: Adee Athiyaman
Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2001
Length: 6 pages

Abstract

This paper is an attempt to define the concept of 'empirical generalisation' (EG). The paper begins by discussing the ways in which one can define a concept. This information is used to arrive at a number of definitions of EG. Next, each of these definitions is scrutinised for 'vagueness' and 'ambiguity'. Based on this analysis, a single definition is chosen and defended against existing definitions that can be found in the extant literature. The paper concludes with a discussion about the relevance of EG to marketing academics and practitioners.

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Abstract

This paper is an attempt to define the concept of 'empirical generalisation' (EG). The paper begins by discussing the ways in which one can define a concept. This information is used to arrive at a number of definitions of EG. Next, each of these definitions is scrutinised for 'vagueness' and 'ambiguity'. Based on this analysis, a single definition is chosen and defended against existing definitions that can be found in the extant literature. The paper concludes with a discussion about the relevance of EG to marketing academics and practitioners.

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