Handbook of Research Methods for Marketing Management by Nunkoo, Robin; Teeroovengadum, Viraiyan; Ringle, Christian M.;

Sorozatcím: Handbooks of Research Methods in Management series;

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A termék adatai:

Kiadó Edward Elgar Publishing
Megjelenés dátuma 2023. március 3.

ISBN 9781035315499
Kötéstípus Puhakötés
Terjedelem392 oldal
Méret 234x156 mm
Súly 582 g
Nyelv angol

Kategóriák

Általános gazdasági, üzleti könyvek Marketing, kommunikáció, PR

Hosszú leírás:

Divided into four parts covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues regarding how research is conducted, the Handbook offers guidance for all marketing researchers. This guidance includes insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology and mobile ethnography. Chapters also consider recent advances in marketing research methods, legal aspects of marketing research, research ethics and how a forensic science framework can be used in marketing research.

Generating wider methodological debates, this Handbook will be 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 beneficial for marketing practitioners interested in research.

Taking a multidisciplinary approach, this comprehensive Handbook comprises contributions from international researchers of diverse educational and research backgrounds. Chapters present methodological issues within marketing research, sharing the researchers? experiences of what does and does not work, as well as discussing challenges and avenues for innovation.

?The Handbook takes an up-to-date and fresh look at a variety of topics quite relevant in business research. In particular, it not only provides updates for many traditionally covered topics, but also extends to other areas often overlooked in the past thereby expanding researchers? methodological toolbox. The balance in topics emphasizing not just the role of quantitative methods but also qualitative and mixed methods is unique compared to other books published in the last few decades. Students and faculty will appreciate this book in a variety of methods-oriented courses. Congratulations on this useful, applied book!?

Több

Tartalomjegyzék:

Contents:

Introduction: advances in marketing research methods
Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle

PART I QUANTITATIVE RESEARCH METHODS
1. Scale development in marketing research
Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck

2. Necessary condition analysis in marketing research
Jan Dul, Sven Hauff and Zs

Több

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