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Research Methodology in Marketing
Martin EisendAlfred Kuss
其他書名
Theory Development, Empirical Approaches and Philosophy of Science Considerations
出版Springer, 2019
ISBN30301079579783030107956
URLhttp://books.google.com.hk/books?id=D0vPxgEACAAJ&hl=&source=gbs_api
註釋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.