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Theory Building

In: Research Methodology in Marketing

Author

Listed:
  • Martin Eisend

    (European University Viadrina)

  • Alfred Kuss

    (Freie Universität Berlin)

Abstract

For a long time, the theory building process was not part of philosophy of science considerations, because of the assumption that it was primarily about systematic, barely accessible creative and psychological processes (see Sect. 4.2). Nowadays, this area is still less developed than other parts of epistemology. Nonetheless, Sect. 4.3 presents three common ways of building theories. The building blocks of each theory are concepts with corresponding definitions, which are explained in Sect. 4.1.

Suggested Citation

  • Martin Eisend & Alfred Kuss, 2019. "Theory Building," Springer Books, in: Research Methodology in Marketing, chapter 4, pages 83-106, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-10794-9_4
    DOI: 10.1007/978-3-030-10794-9_4
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