Wyer Robert S
Department of Marketing, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong.
Pers Soc Psychol Rev. 2004;8(2):201-9. doi: 10.1207/s15327957pspr0802_14.
This article describes my personal approach to theory construction. I liken the construction of a theory to the solution of a mathematical puzzle in which the answer is not in the back of the book. I touch on (a) the development of a theoretical perspective, (b) the identification of a specific problem, and (c) the development of a theory to address the problem. The article concludes with the view that in the last analysis, any approach is likely to be fruitful so long as one persists in its use and does not shift gears whenever the going gets tough.
本文描述了我构建理论的个人方法。我把构建理论比作解一道数学谜题,其答案不在书后的附录里。我探讨了以下几个方面:(a)理论视角的形成;(b)特定问题的识别;(c)针对该问题构建理论。本文最后得出的观点是,归根结底,只要坚持使用某种方法,并且在遇到困难时不轻易改变方向,任何方法都可能富有成效。