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Mixed Methods

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Empirische Mastertechniken

Zusammenfassung

Theoretisches Wissen ist eine zentrale Grundlage strategischer Entscheidungen und operativen Handelns in Marketing und Management. Voraussetzung für die Theorieentwicklung ist die systematische wissenschaftliche Entdeckung und Begründung differenzierten Wissens in aktuellen Problembereichen mittels geeigneter Forschungsmethoden (Eisenhardt 1989; Kleining/Witt 2001).

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Authors and Affiliations

  1. Leopold-Franzens-Universität Innsbruck, Innsbruck, Austria

    Katharina J. Auer-Srnka

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  1. Katharina J. Auer-Srnka
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Editors and Affiliations

  1. Marmara Universität, Istanbul, Turkey

    Carsten Baumgarth

  2. Europa-Universität Viadrina, Frankfurt, Deutschland

    Martin Eisend

  3. University of Strathclyde, Glasgow, UK

    Heiner Evanschitzky

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© 2009 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden

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Auer-Srnka, K.J. (2009). Mixed Methods. In: Baumgarth, C., Eisend, M., Evanschitzky, H. (eds) Empirische Mastertechniken. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-8278-0_15

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  • DOI: https://doi.org/10.1007/978-3-8349-8278-0_15

  • Publisher Name: Gabler Verlag, Wiesbaden

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  • Online ISBN: 978-3-8349-8278-0

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