Research Methodology in Marketing - E-book

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Research Methodology In Marketing - ENG

Theory Development, Empirical Approaches And Philosophy Of Science Considerations

Martin Eisend; Alfred Kuss

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Sinopsis

ISBN:	9783030107949
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2019-03-01

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. Â

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