Research Methodology in Marketing

Theory Development, Empirical Approaches and Philosophy of Science Considerations
1. Auflage 2019
ISBN: 978-3-030-10793-2
Verlag: Springer International Publishing

Buch, Englisch, 238 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 541 g

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.

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Kuss, Alfred

Eisend, Martin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziologie Allgemein Empirische Sozialforschung, Statistik
• Geisteswissenschaften Philosophie Angewandte Ethik & Soziale Verantwortung Wissenschaftsethik, Technikethik

Inhaltsverzeichnis

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.

Über Autor(innen)

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.