Theory Testing in Social Research

This paper will explain a range of empirical methods which may be used to analyse quantitative data and empirically test research hypotheses and theoretical models. It is intended to guide students who must undertake such data analysis as part of a master’s dissertation or doctoral level thesis. While it is not intended to be an exhaustive review of data analysis, it does aim to provide readers with a useful overview of theory testing and some to the statistical methods available. It is also intended to complement other Marketing Review articles on research design and implementation, such as: “Selecting a Research Methodology” (Baker, Michael J. 2001); “Getting Started with Data Analysis: Choosing the right method” (Diamantopoulos, Adamantios 2000); and “Questionnaires and their Design” (Webb, John 2000).