Research Methodology in Marketing
Theory Development, Empirical Approaches and Philosophy of Science Considerations
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Beschreibung
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.
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.
Provides an introduction to theoretical foundations of marketing research for students who are about to prepare their own empirical project Clear and easy to understand discussion of the interface of philosophy of science and methods in marketing research Discusses research ethics as an important challenge in nowadays academic research environment
Autor*in
Martin Eisend
Themen in »Research Methodology in Marketing«
Competitive Intelligence Market Research Marketing Theory Philosophy of Science Research Ethics Marketing Research