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.
Competitive Intelligence Market Research Marketing Theory Philosophy of Science Research Ethics Marketing Research
Authors and affiliations
1.Faculty of Business Administration and EconomicsEuropean University ViadrinaFrankfurt (Oder)Germany
2.Marketing DepartmentFreie Universität BerlinBerlinGermany
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