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Research Methodology in Marketing = Theory Development, Empirical Approaches and Philosophy of Science Considerations /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Research Methodology in Marketing/ by Martin Eisend, Alfred Kuss.
Reminder of title:	Theory Development, Empirical Approaches and Philosophy of Science Considerations /
Author:	Eisend, Martin.
other author:	Kuss, Alfred.
Description:	IX, 238 p. 65 illus., 1 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-10794-9
ISBN:	9783030107949

Research Methodology in Marketing = Theory Development, Empirical Approaches and Philosophy of Science Considerations /
Eisend, Martin.

Research Methodology in MarketingTheory Development, Empirical Approaches and Philosophy of Science Considerations /[electronic resource] :by Martin Eisend, Alfred Kuss. - 1st ed. 2019. - IX, 238 p. 65 illus., 1 illus. in color.online resource.

1. Introduction -- 2. Nature and Relevance of Theories -- 3. Scientific Realism -- 4. Theory Building -- 5. Theory Testing -- 6. Data Collection: Operationalization, Measurement, and Sampling -- 7. Hypotheses and Models -- 8. Test of Causal Relationships -- 9. Generalization -- 10. Research Ethics.

This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.

ISBN: 9783030107949

Standard No.: 10.1007/978-3-030-10794-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Research Methodology in Marketing = Theory Development, Empirical Approaches and Philosophy of Science Considerations /
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