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Research methodology in marketingthe...

Eisend, Martin.

Research methodology in marketingtheory development, empirical approaches and philosophy of science considerations /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Research methodology in marketingby Martin Eisend, Alfred Kuss.
其他題名:	theory development, empirical approaches and philosophy of science considerations /
作者:	Eisend, Martin.
其他作者:	Kuss, Alfred.
出版者:	Cham :Springer International Publishing :2019.
面頁冊數:	ix, 238 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing researchMethodology.
電子資源:	https://doi.org/10.1007/978-3-030-10794-9
ISBN:	9783030107949$q(electronic bk.)

Research methodology in marketingtheory development, empirical approaches and philosophy of science considerations /
Eisend, Martin.

Research methodology in marketingtheory development, empirical approaches and philosophy of science considerations /[electronic resource] :by Martin Eisend, Alfred Kuss. - Cham :Springer International Publishing :2019. - ix, 238 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783030107949$q(electronic bk.)

Standard No.: 10.1007/978-3-030-10794-9doiSubjects--Topical Terms:

230646
Marketing research
--Methodology.

LC Class. No.: HF5415.2 / .E37 2019

Dewey Class. No.: 658.80072

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