Approaches for Theory Testing

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

Chapter 5 in Research Methodology in Marketing, 2019, pp 107-122 from Springer

Abstract: Abstract This chapter deals with the means to evaluate theories and to (preliminarily) accept or reject them. For this purpose, the different criteria that are used are briefly presented in Sect. 5.1. The chapter mainly focuses on different aspects of empirical tests of a theory. The “classical” path of forming and testing of theory-based hypotheses is presented in Sect. 5.2. A more comprehensive approach to theory testing is the inductive-realistic model that is the subject of Sect. 5.3.

Date: 2019
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DOI: 10.1007/978-3-030-10794-9_5

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