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OverviewFull Product DetailsAuthor: Martin Eisend , Alfred KussPublisher: Springer Nature Switzerland AG Imprint: Springer Nature Switzerland AG Edition: 2019 ed. Dimensions: Width: 15.50cm , Height: 1.60cm , Length: 23.50cm Weight: 0.541kg ISBN: 9783030107932ISBN 10: 3030107930 Pages: 238 Publication Date: 15 March 2019 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand ![]() We will order this item for you from a manufactured on demand supplier. Language: German Table of Contents1. 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.ReviewsAuthor InformationMartin 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. Tab Content 6Author Website:Countries AvailableAll regions |