237,79 €
Research Methodology in Marketing
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Research Methodology in Marketing
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237,79 €
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 maste…
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- Author: Martin Eisend, Alfred Kuss
- Publisher: Springer-Verlag GmbH
- Year: 2019
- ISBN: 9783030107949
- ISBN-10: 3030107949
- ISBN-13: 9783030107949
- Format: PDF
- Language: English
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Description
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.
- Author: Martin Eisend, Alfred Kuss
- Publisher: Springer-Verlag GmbH
- Year: 2019
- ISBN: 9783030107949
- ISBN-10: 3030107949
- ISBN-13: 9783030107949
- Format: PDF
- Language: English English
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.
Reviews