Rigor versus method imperialism

Abstract

Methods requirements are ratcheting up in our review process, causing Houston (2016) to characterize the review process as a “methods gauntlet.” All of us want rigor in our research, and some seem to believe that that means using the latest or most complicated method. I disagree. Rigorous (defined as extremely thorough, exhaustive, or accurate) does not imply newness or complicatedness. Rigorous explicitly includes accuracy, and it implies that one has chosen therightmethod for the problem. I contend that we may have lost sight of rigor in our review process. Through this paper, I call for a re-thinking of the nature of rigorous marketing strategy research. In particular, I will discuss three new and complicated methods that are establishing something like imperium (i.e., power to command)—they are becoming a necessary condition for publication. I’ll use insights from those who apply these methods to argue that the methods are not appropriate for most marketing strategy applications, hence cannot be rigorous.