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Research Methodology in Marketing - Theory Development, Empirical Approaches and Philosophy of Science Considerations (Hardcover, 1st ed. 2019)
Loot Price: R3,896
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Research Methodology in Marketing - Theory Development, Empirical Approaches and Philosophy of Science Considerations (Hardcover, 1st ed. 2019)
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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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