Robin Nunkoo,Viraiyan Teeroovengadum,Christian M. Ringle
Handbook of Research Methods for Marketing Management
Handbook of Research Methods for Marketing Management
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This Handbook provides guidance for marketing researchers, covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues. It includes insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology, and mobile ethnography. It also considers recent advances in marketing research methods, legal aspects, research ethics, and how a forensic science framework can be used.
Format: Hardback
Length: 392 pages
Publication date: 22 October 2021
Publisher: Edward Elgar Publishing Ltd
This extensive Handbook, which adopts a multidisciplinary approach, features contributions from international researchers with diverse educational and research backgrounds. The chapters present methodological challenges within marketing research, sharing the researchers' experiences of what works and what does not, while also discussing the obstacles and potential avenues for innovation.
The Handbook is organized into four parts, covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues related to the conduct of research. It provides guidance for all marketing researchers, including insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology, and mobile ethnography. Additionally, the chapters explore recent advancements in marketing research methods, legal aspects of marketing research, research ethics, and the application of a forensic science framework in marketing research.
By fostering broader methodological discussions, this Handbook serves as a valuable resource for researchers and students of marketing, as well as scholars interested in research methods in the business and management field. Its practical recommendations will also be advantageous for marketing practitioners who are interested in conducting research.
Weight: 722g
Dimension: 253 x 153 x 27 (mm)
ISBN-13: 9781788976947
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