Research Methodology in Marketing Theory Development, Empirical Approaches and Philosophy of Science Considerations /

• Main Authors: Eisend, Martin (Author, http://id.loc.gov/vocabulary/relators/aut), Kuss, Alfred (http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2019.
• Edition: 1st ed. 2019.
• Subjects: Marketing.; Research-Moral and ethical aspects.; Sociology-Research.; Research Ethics.; Research Methodology.

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 pur...

Table 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.