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.
 

List of contents

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.

About the author

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.

Summary

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.
 

Product details

• Authors: Marti Eisend, Martin Eisend, Alfred Kuß
• Publisher: Springer, Berlin
• Original title: Grundlagen empirischer Forschung. Zur Methodologie in der Betriebswirtschaftslehre
• Languages: English
• Product format: Hardback
• Released: 01.01.2019
• EAN: 9783030107932
• ISBN: 978-3-0-3010793-2
• No. of pages: 238
• Dimensions: 156 mm x 241 mm x 20 mm
• Weight: 526 g
• Illustrations: IX, 238 p. 65 illus., 1 illus. in color.
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, B, Market research, Business and Management, Philosophy of Science, Ethics & moral philosophy, research methodology, Social research & statistics, Management science, Moral Philosophy and Applied Ethics, Research Ethics, Research—Moral and ethical aspects, Sociology—Research, Sociological Methods