Research Methodology in Marketing: Theory Development, Empirical Approaches and

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This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description

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.

Back Cover

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.

Author Biography

Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.

Table of Contents

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.

Feature

Provides an introduction to theoretical foundations of marketing research for students who are about to prepare their own empirical project Clear and easy to understand discussion of the interface of philosophy of science and methods in marketing research Discusses research ethics as an important challenge in nowadays academic research environment

Details ISBN3030107930 Author Alfred Kuss Language English Year 2019 ISBN-10 3030107930 ISBN-13 9783030107932 Format Hardcover Subtitle Theory Development, Empirical Approaches and Philosophy of Science Considerations Translated from German DEWEY 174.9 Publication Date 2019-03-15 Pages 238 Short Title Research Methodology in Marketing DOI 10.1007/978-3-030-10794-9 Country of Publication Switzerland Edition 1st Imprint Springer Nature Switzerland AG Place of Publication Cham Illustrations 1 Illustrations, color; 64 Illustrations, black and white; IX, 238 p. 65 illus., 1 illus. in color. Publisher Springer Nature Switzerland AG Edition Description 1st ed. 2019 Audience Professional & Vocational We've got this

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