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Research Methodology in Marketing: Theory Development, Empirical Approaches and Philosophy of Science Considerations
Hardcover
PhilosophyMarketingGeneral Sociology
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ISBN10: 3030107930
ISBN13: 9783030107932
Publisher: Springer
Published: Mar 15 2019
Pages: 238
Weight: 1.16
Height: 0.63 Width: 6.14 Depth: 9.21
Language: English
ISBN13: 9783030107932
Publisher: Springer
Published: Mar 15 2019
Pages: 238
Weight: 1.16
Height: 0.63 Width: 6.14 Depth: 9.21
Language: English
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.
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