Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.

• 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.

Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.

• 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.

Martin Eisend is Professor of Marketing at the European University Viadrina in Frankfurt/Oder, Germany.Alfred Kuss is Professor (emeritus) of Marketing at the Marketing Department of the Free University Berlin, Germany.

• 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.