Handbook of Research Methods for Marketing Management (Handbooks of Research Methods in Management series) - Hardcover

 
9781788976947: Handbook of Research Methods for Marketing Management (Handbooks of Research Methods in Management series)
Hardcover
ISBN 10: 1788976940 ISBN 13: 9781788976947
Publisher: Edward Elgar Publishing, 2021

Synopsis

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.



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.

"synopsis" may belong to another edition of this title.

About the Author

Edited by Robin Nunkoo, Professor of Sustainable Tourism and Research Methods, Department of Management, Viraiyan Teeroovengadum, Senior Lecturer, University of Mauritius, Mauritius and Christian M. Ringle, Professor of Management, Hamburg University of Technology, Germany

"About this title" may belong to another edition of this title.

Publisher
Edward Elgar Publishing
Publication date
2021
Language
English
ISBN 10 
1788976940
ISBN 13 
9781788976947
Binding
Hardcover
Number of pages
392
Editor
Nunkoo Robin, Teeroovengadum Viraiyan, Ringle Christian M.

Other Popular Editions of the Same Title

9781035315499: Handbook of Research Methods for Marketing Management (Handbooks of Research Methods in Management series)

Featured Edition

ISBN 10:  1035315491 ISBN 13:  9781035315499
Publisher: Edward Elgar Publishing, 2023
Softcover