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2019 | OriginalPaper | Buchkapitel

1. Introduction

verfasst von : Martin Eisend, Alfred Kuss

Erschienen in: Research Methodology in Marketing

Verlag: Springer International Publishing

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Abstract

This chapter provides a brief characterization of science. This is clarified by considerations on the demarcation between real science and “pseudo-science”. The chapter outlines some criteria for the application of empirical research methods to scientific problems. A somewhat more differentiated presentation follows, in Sect. 1.2, on aspects of the process of scientific knowledge generation (with particular attention to empirical research), and thereafter Sect. 1.3 provides a brief overview of the remaining contents of this book.

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