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© 2019

Research Methodology in Marketing

Theory Development, Empirical Approaches and Philosophy of Science Considerations

Benefits

  • 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

Textbook

Table of contents

  1. Front Matter
    Pages i-ix
  2. Martin Eisend, Alfred Kuss
    Pages 1-18
  3. Martin Eisend, Alfred Kuss
    Pages 19-57
  4. Martin Eisend, Alfred Kuss
    Pages 59-81
  5. Martin Eisend, Alfred Kuss
    Pages 83-106
  6. Martin Eisend, Alfred Kuss
    Pages 107-122
  7. Martin Eisend, Alfred Kuss
    Pages 151-172
  8. Martin Eisend, Alfred Kuss
    Pages 173-193
  9. Martin Eisend, Alfred Kuss
    Pages 195-210
  10. Martin Eisend, Alfred Kuss
    Pages 211-233
  11. Back Matter
    Pages 235-238

About this book

Introduction

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.

Keywords

Competitive Intelligence Market Research Marketing Theory Philosophy of Science Research Ethics Marketing Research

Authors and affiliations

  1. 1.Faculty of Business Administration and EconomicsEuropean University ViadrinaFrankfurt (Oder)Germany
  2. 2.Marketing DepartmentFreie Universität BerlinBerlinGermany

About the authors

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.

Bibliographic information

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