Research on effectuation has the opportunity to advance from an intermediate development stage along two main directions. First, effectuation exists as an alternative to classical models for testing hypotheses; and second, effectuation has introduced a grounded approach that envisions new theoretical elements and further theories. In this chapter, I discuss the potential effectuation has for both theory testing and theory building. I present the methods from which effectuation theory emerged, namely the think-aloud method, and their protocols and content analysis. I offer hints for the implementation of such methods and provide an illustration from a related research project. I also discuss sample size and elicitation tool construction. I conclude with limitations of the effectuation approach to research.
CITATION STYLE
Frigotto, M. L. (2016). Effectuation and the think-aloud method for investigating entrepreneurial decision making. In FGF Studies in Small Business and Entrepreneurship (pp. 183–197). Springer. https://doi.org/10.1007/978-3-319-27108-8_9
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