BIBFRAME Work

Title

Research Methodology in Marketing

Type

  • Text
  • Monograph

Contribution

Subject

Language

Classification

Content

Summary

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.

Table of Contents

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.

Authorized Access Point

Eisend, Martin. Research Methodology in Marketing

Admin Metadata

  • Date: 2026-09-11T20:16:59.396851+00:00
  • Agent: cbc
  • Status: c
  • Derived from: 21735242

Admin Metadata

  • Date: 2026-09-11
  • Cataloger id: Unknown
  • Description level: http://id.loc.gov/ontologies/bibframe-2-6-0/
  • Description language: eng
  • Description authentication: pcc

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