Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations
Martin Eisend, Alfred Kuss.
Cham, Switzerland : Springer, [2019]
"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" --
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| Location | Call number | Status |
|---|---|---|
| English Book (5/F) | 658.80072 EIS 2019 | Available |
| Location | Call number | Status |
|---|---|---|
| barcode, location, bookplate, id LOCATION | callnoa callnob | -- |
Bibliographic Information
- Format:
-
Book
- Subject:
- Marketing research > Methodology.
- Language:
- English
- ISBN:
- 3030107930, 9783030107932
- Course:
- BUS235
Marketing Research - Note:
- Adaptation from the German language edition: Grundlagen empirischer Forschung : zur Methodologie in der Betriebswirtschaftslehre by Martin Eisend and Alfred Kuss.
- Bibliography:
- Includes bibliographical references and index.
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