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Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations / Martin Eisend, Alfred Kuss.

9783030107949 (electronic book)
3030107949 (electronic book)
9783030107932
3030107930
9783030107956
3030107957

Cham, Switzerland : Springer, [2019]

English

1 online resource (ix, 238 pages)

10.1007/978-3-030-10794-9 doi
10.1007/978-3-030-10

HF5415.2 .E37 2019

658.80072
658.8

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.

Adaptation from the German language edition: Grundlagen empirischer Forschung : zur Methodologie in der Betriebswirtschaftslehre by Martin Eisend and Alfred Kuss.

Includes bibliographical references and index.

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Online resource; title from digital title page (viewed on April 10, 2019).

Print version: 9783030107932

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