An empirical generalisation is a relationship between two or more
variables that has been observed across a range of conditions. By knowing that an observed
relationship holds under a range of conditions (and that it does not hold under other
conditions) it is possible to use knowledge of the relationship for practical purposes,
such as making routine predictions and stating principles. It is also possible to start to
theorise why the relationship occurs, and why it holds under some conditions and not
others, thereby moving from empirical description to theory-building. The importance of
this form of knowledge for marketing is examined. Practical measures are suggested to
encourage the search for empirical generalisations.
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