This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring...

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

Alfred Kuß und Martin Eisend vermitteln in gut verständlicher Weise die wesentlichen Grundlagen der Methodik - Datenerhebung und Datenanalyse - der Marktforschung. Im Vordergrund stehen die zentralen Aspekte der Marktforschung, weniger die technischen Details einzelner Methoden oder die...