Contents
A Personal Observation
Acknowledgments
Section 1
Laying the Groundwork
Chapter 1
Introduction
Chapter 2
Epistemology and Philosophy of Science: Why They are Useful for Marketing
Chapter 3
Applying Scientific Reasoning to the Field of Marketing and Business: The Dow Chemical Story
Chapter 4
Barriers to Scientific Reasoning
Chapter 5
Worldviews: The Lens that Can Distort Reality
Section 2
Thinking Scientifically
Chapter 6
An Introduction to Scientific Reasoning
Chapter 7
Attributes Versus Constructs
Chapter 8
Causation
Chapter 9
Coherence
Chapter 10
Logic: Deduction, Induction, and Inference to the Best Explanation
Chapter 11
Arguments and Logical Fallacies
Section 3
Developing Theories
Chapter 12
Theory
Chapter 13
Creative Thinking in Theory Development
Chapter 14
Your Journey
Chapter 15
Additional Readings
Notes
Bibliography
Index
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