Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations
Author:   Martin Eisend ,  Alfred Kuss
Publisher:   Springer Nature Switzerland AG
Edition:   2019 ed.
ISBN:  

9783030107932


Pages:   238
Publication Date:   15 March 2019
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
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Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations


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Author:   Martin Eisend ,  Alfred Kuss
Publisher:   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:  

9783030107932


ISBN 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   Availability explained
We will order this item for you from a manufactured on demand supplier.
Language:   German

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.

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Author Information

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.

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