A framework for undertaking conceptual and empirical research

Marketing scholars have repeatedly called for more conceptual work. Despite this, the number of conceptual contributions within the discipline of marketing is declining. This chapter argues that one strategy to change this is development of methodological frameworks that can guide and accredit the creation of conceptual scientific knowledge. This chapter offers a framework—the Conceptual and Empirical Research (CER) model—to guide conceptual and empirical research. The model consists of three embedded layers—ultimate presumptions, abductive logic and research design, which describe and interrelate the processes of conceptual as well as empirical research and show how knowledge creation is an emergent process. A range of conceptual research strategies are proposed that facilitate both the discovery and justification of conceptual insights.