Research Methodology in Marketing

Theory Development, Empirical Approaches and Philosophy of Science Considerations

Nonfiction, Religion & Spirituality, Philosophy, Ethics & Moral Philosophy, Business & Finance, Marketing & Sales
Cover of the book Research Methodology in Marketing by Martin Eisend, Alfred Kuss, Springer International Publishing
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Author: Martin Eisend, Alfred Kuss ISBN: 9783030107949
Publisher: Springer International Publishing Publication: March 1, 2019
Imprint: Springer Language: English
Author: Martin Eisend, Alfred Kuss
ISBN: 9783030107949
Publisher: Springer International Publishing
Publication: March 1, 2019
Imprint: Springer
Language: English

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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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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