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" Research methodology in marketing : "
Martin Eisend, Alfred Kuss.
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BL
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| Record Number
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860867
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| Main Entry
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Eisend, Martin
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| Title & Author
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Research methodology in marketing : : theory development, empirical approaches and philosophy of science considerations /\ Martin Eisend, Alfred Kuss.
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| Publication Statement
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Cham, Switzerland :: Springer,, [2019]
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| Page. NO
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1 online resource (ix, 238 pages)
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| ISBN
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3030107930
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: 3030107949
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: 3030107957
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: 9783030107932
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: 9783030107949
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: 9783030107956
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| Notes
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Adaptation from the German language edition: Grundlagen empirischer Forschung : zur Methodologie in der Betriebswirtschaftslehre by Martin Eisend and Alfred Kuss.
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Includes bibliographical references and index.
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| Contents
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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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| Abstract
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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.
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| Subject
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Marketing research-- Methodology.
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Marketing.
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Sociology-- Research.
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Marketing research-- Methodology.
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Marketing.
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Sociology-- Research.
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| Dewey Classification
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658.8
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658.80072
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| LC Classification
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HF5415.2.E37 2019
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| Added Entry
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Eisend, Martin.
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Kuss, Alfred
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