Research Methodology in Marketing (PDF)

Name: Research Methodology in Marketing
Brand: Springer-Verlag GmbH
SKU: 112036873
Price: 139.09 EUR
Availability: OnlineOnly

Theory Development, Empirical Approaches and Philosophy of Science Considerations (Sprache: Englisch)

Autoren: Martin Eisend , Alfred Kuss

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Research Methodology in Marketing, Martin Eisend, Alfred Kuss

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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.

Autoren-Porträt von Martin Eisend, Alfred Kuss

Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.

Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.