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Research Methodology in Marketing

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Cover of 'Research Methodology in Marketing'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction
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    Chapter 2 The Nature and Relevance of Theories
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    Chapter 3 The Philosophy of Science Viewpoint: Scientific Realism
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    Chapter 4 Theory Building
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    Chapter 5 Approaches for Theory Testing
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    Chapter 6 Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection
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    Chapter 7 Hypotheses and Models for Theory Testing
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    Chapter 8 Testing Causal Relationships
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    Chapter 9 Generalizability of Research Results
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    Chapter 10 Research Ethics and Research Practice
Attention for Chapter 9: Generalizability of Research Results
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