Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection

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

Chapter 6 in Research Methodology in Marketing, 2019, pp 123-150 from Springer

Abstract: Abstract Testing theories requires appropriate methods. First, the concepts of a theory must be made measurable; that is, they have to be operationalized (➔ operationalization) before they can measure corresponding parts of reality (➔ measurement). Only if the transfer of a theory’s elements into measurable variables succeeds are the results of a study meaningful. The main criteria for the quality of measuring instruments in empirical research are validity and reliability. Several established procedures exist to verify these criteria. Important for the suitability of measuring instruments for theory testing is their generalizability and transferability to different contexts, objects, etc. Suitable measuring instruments help to collect data for theory testing. In addition, sampling also plays an important role in the quality of data and, thus, in theory testing (➔ data collection).

Date: 2019
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DOI: 10.1007/978-3-030-10794-9_6

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