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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...
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This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems....
Persistent link: https://www.econbiz.de/10012398325
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
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Einführung: Empirische Forschung und Betriebswirtschaftslehre -- Wesen und Relevanz von Theorien -- Die wissenschaftstheoretische Grundlage: Wissenschaftlicher Realismus -- Theorie-Entwurf -- Ansätze zur Prüfung von Theorien -- Gewinnung von Daten zum Theorietest: Operationalisierung, Messung...
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