Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations /

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Bibliographic Details
Author / Creator:Eisend, Martin, author
Imprint:Cham, Switzerland : Springer, [2019]
Description:1 online resource (ix, 238 pages)
Language:English
Subject:Marketing research -- Methodology.
Marketing.
Sociology -- Research.
Marketing.
Marketing research -- Methodology.
Sociology -- Research.
Electronic books.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/11913424
Hidden Bibliographic Details
Other uniform titles:Kuss, Alfred,
Eisend, Martin. Grundlagen empirischer Forschung.
ISBN:3030107949
9783030107932
3030107930
9783030107956
3030107957
9783030107949
Digital file characteristics:text file
PDF
Notes:Adaptation from the German language edition: Grundlagen empirischer Forschung : zur Methodologie in der Betriebswirtschaftslehre by Martin Eisend and Alfred Kuss.
Includes bibliographical references and index.
Online resource; title from digital title page (viewed on April 10, 2019).
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.
Other form:Print version: 9783030107932
Print version: 9783030107956
Standard no.:10.1007/978-3-030-10794-9
10.1007/978-3-030-10