Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations
著者
書誌事項
Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations
Springer, c2019
- : [hardback]
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
目次
1. Introduction.- 2. Nature and Relevance of Theories.- 3. Scientific Realism.- 4. Theory Building.- 5. Theory Testing.- 6. Data Collection: Operationalization, Measurement, and Sampling.- 7. Hypotheses and Models.- 8. Test of Causal Relationships.- 9. Generalization.- 10. Research Ethics.
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