The presentation explains the relation between theory and research and gives suitable examples to support the argument.

1. RESEARCH AND
THEORY
Venkatesh Ganapathy
Associate Professor (Marketing)
Presidency Business School

2. What is theory?
• Theory is a statement predicting what actions will lead to
what results and why.
• Theory is an abstract conceptual framework which allows
us to explain why specific observed regularities happen.

3. Use of theory
• A theory might explain why a particular leadership style is
more effective than other leadership styles in particular
situations.
• How customers choose between different products while
shopping online.

4. Elements of theory (Whetten)
• 1. Concepts that make up the theory
• 2. Statement of how concepts are related for
example in terms of one causing another
• 3. Logical explanation for relation between concepts; this
provides the glue that holds the theory together
• 4. Identification of contexts , such as the organizational
situation , in which the theory applies.

5. Concept
• Concept forms the building blocks of theory
• Mental category that groups observations or ideas
together on the basis of shared attributes.
• Age
• Income
• Satisfaction
• Leadership style

6. 3 types of theories
• Grand (more abstract)
• Middle range (less abstract, narrower in scope)
• Substantive

7. Grand Theory
• A Grand theory refers to any theory that attempts to offer
an overall explanation of history, social life and the human
experience.

8. Middle-range theory
• Developed by Robert K. Merton, is an approach to
sociological theorizing aimed at integrating theory and
empirical research.

9. Substantive theory
• may be constructed within the process of identifying
differences and similarities of contextualized instances,
and patterns
• case studies focused on a similar theme.
• The content of substantive theory is mainly descriptive

10. Conclusion
• Theory should provide an explanation of a phenomenon
in terms of relevant concepts, how they are related, why
they are related, in what contexts the theory would apply.
• Theories depicted as conceptual model that shows the
concepts and the relationships between them.

11. Reference
• https://www.kobo.com/us/en/ebook/management-
research-applying-the-principles