Research Methodology in Marketing : Theory Development, Empirical Approaches and Philosophy of Science Considerations / by Martin Eisend, Alfred Kuss

By:

Eisend, Martin, 1968- [VerfasserIn]

Contributor(s):

Kuß, Alfred, 1947- [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer eBooks Business and ManagementPublisher: Cham : Springer, 2019Description: 1 Online-Ressource (IX, 238 p. 65 illus., 1 illus. in color)ISBN:

9783030107949

Subject(s):

Additional physical formats: 9783030107932 | Erscheint auch als: 978-3-030-10793-2 Druck-Ausgabe | Erscheint auch als: Research methodology in marketing. Druck-Ausgabe Cham, Switzerland : Springer, 2019. ix, 238 SeitenDDC classification:

658.8 23

RVK: RVK: QP 611LOC classification:

HF5410-5417.5

DOI: DOI: 10.1007/978-3-030-10794-9Online resources:

Summary: 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 EthicsSummary: 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 dissertationPPN: PPN: 1666742678Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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