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Research Methodology in Marketing

Theory Development, Empirical Approaches and Philosophy of Science Considerations

  • Textbook
  • © 2019

Overview

Authors:
  1. Martin Eisend

    1. Faculty of Business Administration and Economics, European University Viadrina, Frankfurt (Oder), Germany

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    You can also search for this author in PubMed   Google Scholar

  2. Alfred Kuss

    1. Marketing Department, Freie Universität Berlin, Berlin, Germany

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    You can also search for this author in PubMed   Google Scholar

  • 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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Table of contents (10 chapters)

  1. Front Matter

    Pages i-ix
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  2. Introduction

    • Martin Eisend, Alfred Kuss
    Pages 1-18

  3. The Nature and Relevance of Theories

    • Martin Eisend, Alfred Kuss
    Pages 19-57

  4. The Philosophy of Science Viewpoint: Scientific Realism

    • Martin Eisend, Alfred Kuss
    Pages 59-81

  5. Theory Building

    • Martin Eisend, Alfred Kuss
    Pages 83-106

  6. Approaches for Theory Testing

    • Martin Eisend, Alfred Kuss
    Pages 107-122

  7. Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection

    • Martin Eisend, Alfred Kuss
    Pages 123-150

  8. Hypotheses and Models for Theory Testing

    • Martin Eisend, Alfred Kuss
    Pages 151-172

  9. Testing Causal Relationships

    • Martin Eisend, Alfred Kuss
    Pages 173-193

  10. Generalizability of Research Results

    • Martin Eisend, Alfred Kuss
    Pages 195-210

  11. Research Ethics and Research Practice

    • Martin Eisend, Alfred Kuss
    Pages 211-233

  12. Back Matter

    Pages 235-238
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Keywords

About this book

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.

 


Authors and Affiliations

  • Faculty of Business Administration and Economics, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

  • Marketing Department, Freie Universität Berlin, Berlin, Germany

    Alfred Kuss

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.



Bibliographic Information

  • Book Title: Research Methodology in Marketing

  • Book Subtitle: Theory Development, Empirical Approaches and Philosophy of Science Considerations

  • Authors: Martin Eisend, Alfred Kuss

  • DOI: https://doi.org/10.1007/978-3-030-10794-9

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Nature Switzerland AG 2019

  • Hardcover ISBN: 978-3-030-10793-2Published: 15 March 2019

  • eBook ISBN: 978-3-030-10794-9Published: 01 March 2019

  • Edition Number: 1

  • Number of Pages: IX, 238

  • Number of Illustrations: 64 b/w illustrations, 1 illustrations in colour

  • Topics: Marketing, Research Ethics, Research Methodology

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