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Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection

  • Eisend M
  • Kuss A
Springer International Publishing, (2019), 123-150
DOI: 10.1007/978-3-030-10794-9_6
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Abstract

Testing theories requires appropriate methods. First, the concepts of a theory must be made measurable; that is, they have to be operationalized (➔ operationalization) before they can measure corresponding parts of reality (➔ measurement). Only if the...

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Eisend, M., & Kuss, A. (2019). Obtaining Data for Theory Testing: Operationalization, Measurement, and Data Collection. In Research Methodology in Marketing (pp. 123–150). Springer International Publishing. https://doi.org/10.1007/978-3-030-10794-9_6

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