LEADER 02690nam 22005775 450 001 9910337790503321 005 20230810164113.0 010 $a3-030-10794-9 024 7 $a10.1007/978-3-030-10794-9 035 $a(CKB)4100000007761904 035 $a(DE-He213)978-3-030-10794-9 035 $a(MiAaPQ)EBC5927768 035 $a(PPN)235234362 035 $a(EXLCZ)994100000007761904 100 $a20190301d2019 u| 0 101 0 $aeng 135 $aurnn#008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aResearch Methodology in Marketing $eTheory Development, Empirical Approaches and Philosophy of Science Considerations /$fby Martin Eisend, Alfred Kuss 205 $a1st ed. 2019. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2019. 215 $a1 online resource (IX, 238 p. 65 illus., 1 illus. in color.) 311 $a3-030-10793-0 320 $aIncludes bibliographical references and index. 327 $a1. 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. 330 $aThis 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. 606 $aMarketing 606 $aScience$xMoral and ethical aspects 606 $aSociology$xMethodology 606 $aMarketing 606 $aScience Ethics 606 $aSociological Methods 615 0$aMarketing. 615 0$aScience$xMoral and ethical aspects. 615 0$aSociology$xMethodology. 615 14$aMarketing. 615 24$aScience Ethics. 615 24$aSociological Methods. 676 $a658.83 676 $a658.8 700 $aEisend$b Martin$4aut$4http://id.loc.gov/vocabulary/relators/aut$0937896 702 $aKuss$b Alfred$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910337790503321 996 $aResearch Methodology in Marketing$92112860 997 $aUNINA