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portada Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations
Type
Physical Book
Publisher
Author
Year
2019
Language
English
Pages
238
Format
Hardcover
ISBN13
9783030107932
Edition No.
1
Categories

Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations

Martin Eisend; Alfred Kuss (Author) · Springer · Hardcover

Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations - Martin Eisend; Alfred Kuss

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Synopsis "Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations "

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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