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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.
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors ex
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date marke
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the
