Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations / Martin Eisend, Alfred Kuss.
Eisend, Martin, author; Kuss, Alfred, author; Eisend, Martin. Grundlagen empirischer Forschung.
2019
HF5415.2 .E37 2019
Available Online

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Title Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations / Martin Eisend, Alfred Kuss.
Author Eisend, Martin, author
ISBN 9783030107949 (electronic book)
3030107949 (electronic book)
9783030107932
3030107930
9783030107956
3030107957
DOI https://doi.org/10.1007/978-3-030-10794-9
Published Cham, Switzerland : Springer, [2019]
Language English
Description 1 online resource (ix, 238 pages)
Item Number 10.1007/978-3-030-10794-9 doi
10.1007/978-3-030-10
Call Number HF5415.2 .E37 2019
Dewey Decimal Classification 658.80072
658.8
Summary 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.
Note Adaptation from the German language edition: Grundlagen empirischer Forschung : zur Methodologie in der Betriebswirtschaftslehre by Martin Eisend and Alfred Kuss.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Online resource; title from digital title page (viewed on April 10, 2019).
Added Author Kuss, Alfred, author
Eisend, Martin. Grundlagen empirischer Forschung.
Available in Other Form Print version: 9783030107932
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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.

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