| Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations 2019 Edition Contributor(s): Eisend, Martin (Author), Kuss, Alfred (Author) |
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ISBN: 3030107930 ISBN-13: 9783030107932 Publisher: Springer OUR PRICE: $151.99 Product Type: Hardcover Published: March 2019 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Philosophy | Ethics & Moral Philosophy - Social Science | Sociology - General |
| Dewey: 174.9 |
| Physical Information: 0.63" H x 6.14" W x 9.21" (1.16 lbs) 238 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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.
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