02690nam 22005775 450 991033779050332120230810164113.03-030-10794-910.1007/978-3-030-10794-9(CKB)4100000007761904(DE-He213)978-3-030-10794-9(MiAaPQ)EBC5927768(PPN)235234362(EXLCZ)99410000000776190420190301d2019 u| 0engurnn#008mamaatxtrdacontentcrdamediacrrdacarrierResearch Methodology in Marketing Theory Development, Empirical Approaches and Philosophy of Science Considerations /by Martin Eisend, Alfred Kuss1st ed. 2019.Cham :Springer International Publishing :Imprint: Springer,2019.1 online resource (IX, 238 p. 65 illus., 1 illus. in color.)3-030-10793-0 Includes bibliographical references and index.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.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.MarketingScienceMoral and ethical aspectsSociologyMethodologyMarketingScience EthicsSociological MethodsMarketing.ScienceMoral and ethical aspects.SociologyMethodology.Marketing.Science Ethics.Sociological Methods.658.83658.8Eisend Martinauthttp://id.loc.gov/vocabulary/relators/aut937896Kuss Alfredauthttp://id.loc.gov/vocabulary/relators/autMiAaPQMiAaPQMiAaPQBOOK9910337790503321Research Methodology in Marketing2112860UNINA