书目名称 | Research Methodology in Marketing |
副标题 | Theory Development, |
编辑 | Martin Eisend,Alfred Kuss |
视频video | |
概述 | 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 |
图书封面 |  |
描述 | 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... . |
出版日期 | Textbook 2019 |
关键词 | Competitive Intelligence; Market Research; Marketing Theory; Philosophy of Science; Research Ethics; Mark |
版次 | 1 |
doi | https://doi.org/10.1007/978-3-030-10794-9 |
isbn_ebook | 978-3-030-10794-9 |
copyright | Springer Nature Switzerland AG 2019 |