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Handbook of Research Methods for Marketing Management

Hardback

Handbook of Research Methods for Marketing Management

9781788976947 Edward Elgar Publishing
Edited by Robin Nunkoo, Associate Professor of Management, Viraiyan Teeroovengadum, Senior Lecturer, University of Mauritius, Mauritius and Christian M. Ringle, Professor of Management, Hamburg University of Technology, Germany
Publication Date: October 2021 ISBN: 978 1 78897 694 7 Extent: c 384 pp
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.

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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.
Critical Acclaim
‘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!’
– Joe Hair, University of South Alabama, US
Contributors
Contributors: Edina Ajanovic, Shabanaz Baboo, Nika Balomenou, Çizel Beykan, Nilay Bicakcioglu, Mehraz Boolaky, Birgit Bosio, Germà Coenders, Mine Inanc Demir, Jan Dul, Sumeyra Duman, Berta Ferrer-Rosell, Brian Garrod, Mridula Gungaphul, Arghavan Hadinejad, Sven Hauff, Rachel Hay, İlayda İpek, Metin Kozak, Anna Kralj, Roopanand Mahadew, Eva Martín-Fuentes, D. Anthony Miles, Brent Moyle, Robin Nunkoo, Katharina Rainer, Christian Ringle, Soujata Rughoobur-Seetah, Noel Scot, Marc Stickdorn, Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum, Zsófia Tóth, Marie Valerie Uppiah, Marina Vives-Mestres, John Williams










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