Seems a better title for your article would have been “Why data science needs theory”. A convenience sampling of possible measures that come up in qualitative research might produce a better fit might seem satisfying, but I would recommend that one that (at least partially) uses and cites theory might produce better measurement, better models and a more grounded understanding of what is really going on.
I think that's right (in theory :), but in many applications of market research there's not much theory to draw on, so you have to create it on the fly.
Seems a better title for your article would have been “Why data science needs theory”. A convenience sampling of possible measures that come up in qualitative research might produce a better fit might seem satisfying, but I would recommend that one that (at least partially) uses and cites theory might produce better measurement, better models and a more grounded understanding of what is really going on.
I think that's right (in theory :), but in many applications of market research there's not much theory to draw on, so you have to create it on the fly.