Detail Cantuman Kembali
Handbook of Research Methods for Marketing Management
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.
Robin Nunkoo (Editor) - Personal Name
Viraiyan Teeroovengadum (Editor) - Personal Name
Christian M. Ringle (Editor) - Personal Name
Viraiyan Teeroovengadum (Editor) - Personal Name
Christian M. Ringle (Editor) - Personal Name
978 1 78897 695 4
NONE
Computer File
Inggris
Edward Elgar Publishing
2021
UK & USA
391 hlm.
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