Introduction

Martin Eisend and Alfred Kuss
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Martin Eisend: European University Viadrina
Alfred Kuss: Freie Universität Berlin

Chapter 1 in Research Methodology in Marketing, 2019, pp 1-18 from Springer

Abstract: Abstract This chapter provides a brief characterization of science. This is clarified by considerations on the demarcation between real science and “pseudo-science”. The chapter outlines some criteria for the application of empirical research methods to scientific problems. A somewhat more differentiated presentation follows, in Sect. 1.2, on aspects of the process of scientific knowledge generation (with particular attention to empirical research), and thereafter Sect. 1.3 provides a brief overview of the remaining contents of this book.

Date: 2019
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DOI: 10.1007/978-3-030-10794-9_1

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