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Research Methodology in Marketing

Theory Development, Empirical Approaches and Philosophy of Science Considerations

Authors: Eisend, Martin, Kuß, Alfred

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  • Provides an introduction to theoretical foundations of marketing research for students who are about to prepare their own empirical project
  • Clear and easy to understand discussion of the interface of philosophy of science and methods in marketing research
  • Discusses research ethics as an important challenge in nowadays academic research environment
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eBook 74,96 €
price for India (gross)
  • ISBN 978-3-030-10794-9
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  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 89,99 €
price for India (gross)
  • ISBN 978-3-030-10793-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this Textbook

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.

 

About the authors

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.

Table of contents (10 chapters)

Table of contents (10 chapters)

Buy this book

eBook 74,96 €
price for India (gross)
  • ISBN 978-3-030-10794-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 89,99 €
price for India (gross)
  • ISBN 978-3-030-10793-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Research Methodology in Marketing
Book Subtitle
Theory Development, Empirical Approaches and Philosophy of Science Considerations
Authors
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-10794-9
DOI
10.1007/978-3-030-10794-9
Hardcover ISBN
978-3-030-10793-2
Edition Number
1
Number of Pages
IX, 238
Number of Illustrations
64 b/w illustrations, 1 illustrations in colour
Topics