Empirical Comparisons of Rival Theories

Abstract

There is hardly a discipline where an important theory reigns undisputed or where no alternative theories are conceivable. The more important a theory, the more rivals it is

likely to have. Also it is not rare that more than one fields of science inquire into the same, similar, or interrelated problems. Consequently, scientists have naturally had a great interest in the systematic investigation of intertheoretic relations within and/or between disciplines.

How should we classify intertheoretic relations? Can we rationally compare the

cognitive contents of interrelated theories? If so, by what criteria of rationality? What will

be the results of such comparisons? How should we evaluate the outcomes? The proper

answers to these questions will be crucial for the scientific progress if science advances

through theac cumulation of knowledge at least in part. They will be especially important

in such a discipline as marketing where interdisciplinary approaches are strongly recommended. The purpose of this essay is to search for some plausible answers to the questions raised above. Beginning with a discussion about some types of intertheoretic relations of

scientific interest, it will go on through the topics: of the rational comparability of

theories; of the comparison procedures for various types of intertheory relations; and of empirical evaluations of the results of those comparisons.