Research Methodology in Marketing

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

in Springer Books from Springer

Date: 2019
ISBN: 978-3-030-10794-9
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Chapters in this book:

Ch 1 Introduction

Martin Eisend and Alfred Kuss

Ch 2 The Nature and Relevance of Theories

Martin Eisend and Alfred Kuss

Ch 3 The Philosophy of Science Viewpoint: Scientific Realism

Martin Eisend and Alfred Kuss

Ch 4 Theory Building

Martin Eisend and Alfred Kuss

Ch 5 Approaches for Theory Testing

Martin Eisend and Alfred Kuss

Ch 6 Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection

Martin Eisend and Alfred Kuss

Ch 7 Hypotheses and Models for Theory Testing

Martin Eisend and Alfred Kuss

Ch 8 Testing Causal Relationships

Martin Eisend and Alfred Kuss

Ch 9 Generalizability of Research Results

Martin Eisend and Alfred Kuss

Ch 10 Research Ethics and Research Practice

Martin Eisend and Alfred Kuss

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DOI: 10.1007/978-3-030-10794-9

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