Research methods are grounded in di

Research methods are grounded in disciplinary research traditions that reflect the shared beliefs within a community of researchers about which questions are most meaningful and which procedures are most important for answering those questions (Kuhn, 1970). As scholars are socialized into disciplinary research traditions, they acquire relevant theory, training in certain methods, and standards for evaluating knowledge claims, “usually as an inextricable whole” (Hunt, 2002). This practice of academic socialization is appealing as a means of promoting the development of expertise and a shared understanding among scholars in a discipline by determining which methods are taught and accepted as trustworthy. Therefore, the prevalence of experimental design in consumer behavior studies and survey research in marketing strategy investigations is not surprising.