Hypotheses and Models for Theory Testing

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

Chapter 7 in Research Methodology in Marketing, 2019, pp 151-172 from Springer

Abstract: Abstract Based on hypotheses, theories can be examined empirically (see Sect. 5.2). This chapter illustrates the nature of hypotheses and the procedure for testing them empirically. The chapter specifically addresses the increasingly important relationship between significance tests and effect sizes in research, as well as the problem of post hoc hypothesis tests. Modeling can test several hypotheses simultaneously, by working empirically with regression analyses or with structural equation models.

Date: 2019
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DOI: 10.1007/978-3-030-10794-9_7

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