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.

Provides an introduction to theoretical foundations of marketing research for students who are about to prepare their own empirical project Clear and easy to understand discussion of the interface of philosophy of science and methods in marketing research Discusses research ethics as an important challenge in nowadays academic research environment

Autorentext
Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.

Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.

Inhalt

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.