A critical realism methodological framework for undertaking conceptual and/or empirical research : the CER-model

![CDATA[Over the years marketing scholars have repeatedly requested more conceptual work to the field of marketing. Despite these various calls conceptual contributions within the discipline has been declining. This paper argues that a vital reason for the missing conceptual contributions interlinks with a lack of methodological frameworks guiding and accrediting the creation of conceptual scientific knowledge. The paper offers an extensive research process framework – the CER model. The novel contribution of this framework is that it insists on giving equal “academic” weight to both conceptual and/or empirical based research paths. The CER model builds on four premises: ‘differentiated time perspectives’, ‘path dependency’, ‘eclectic approach’, ‘theoretical/conceptual orientation’ and consists of thee embedded layers – ‘ultimate presumptions’, ‘abductive logic’ and ‘research design(s)’. And it explains and guides the non-liner, interactive, complex, and creative process it is to create “real world” marketing research within a critical realism paradigmatic position.]]