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

Softcover

ISBN 10: 1035315491 ISBN 13: 9781035315499

Verlag: Edward Elgar Publishing Ltd, 2023

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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

Details zur Ausgabe

• Verlag: Edward Elgar Publishing Ltd
• Erscheinungsdatum: 2023
• Sprache: Englisch
• ISBN 10: 1035315491
• ISBN 13: 9781035315499
• Einband: Tapa blanda
• Anzahl der Seiten: 392
• Herausgeber: Nunkoo Robin, Teeroovengadum Viraiyan, Ringle Christian M.
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar