Research Methodology in Marketing
Theory Development, Empirical Approaches and Philosophy of Science Considerations
Authors: Eisend, Martin, Kuß, Alfred
Free Preview- 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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- About this Textbook
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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.
- About the authors
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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)
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Introduction
Pages 1-18
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The Nature and Relevance of Theories
Pages 19-57
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The Philosophy of Science Viewpoint: Scientific Realism
Pages 59-81
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Theory Building
Pages 83-106
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Approaches for Theory Testing
Pages 107-122
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Table of contents (10 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Research Methodology in Marketing
- Book Subtitle
- Theory Development, Empirical Approaches and Philosophy of Science Considerations
- Authors
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- Martin Eisend
- Alfred Kuß
- 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
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