caa a22 4500 467980020 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19900301xx s 000 0 eng 10.1007/BF02726433 doi (NATIONALLICENCE)springer-10.1007/BF02726433 Hunt Shelby Texas Tech University, Texas, USA aut Commentary on an empirical investigation of a general theory of marketing ethics [Elektronische Daten] [Shelby Hunt] The article "An Empirical Investigation of a General Theory of Marketing Ethics” by Mayo and Marks constitutes a major effort at testing the theory of marketing ethics developed by Scott Vitell and me (1986). Mayo and Marks (hereafter, "M&M”) deduce several key research hypotheses from the theory, test those hypotheses using a marketing research scenario, and conclude: "The core relationships in Hunt and Vitell's model appear to capture much of the decision-making processes that marketing managers employ in resolving an ethical dilemma.” Although no single empirical study ever provides a definitive test of a theory, their encouraging findings will likely prompt further empirical studies. The objective of this commentary is not to criticize the design of M&M's research, for there is no such thing as a perfect research design. All efforts to test empirically a theory will necessarily involve significant amounts of interpretive creativity and there are always trade-offs to be made. Rather, the objective here is to (1) review certain exemplary aspects of the M&M research design, (2) suggest some alternative interpretations and procedures for future researchers in this area to consider, and (3) show how some of the issues in their article relate to more fundamental philosophy of science concerns. Academy of Marketing Science, 1990 Journal of the Academy of Marketing Science Springer-Verlag 18/2(1990-03-01), 173-177 0092-0703 18:2<173 1990 18 11747 https://doi.org/10.1007/BF02726433 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02726433 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Hunt Shelby Texas Tech University, Texas, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/2(1990-03-01), 173-177 0092-0703 18:2<173 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer