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Handbook of Research Methods for Marketing Management

9781788976947 Edward Elgar Publishing

Handbooks of Research Methods in Management series

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

Publication Date: 2021 ISBN: 978 1 78897 694 7 Extent: 392 pp

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Critical Acclaim

Contributors

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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, Ashley Seebaluck, Marc Stickdorn, Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum, Zsófia Tóth, Marie Valerie Uppiah, Marina Vives-Mestres, John Williams

Contents

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 Zsófia Tóth

3. When size does not matter: compositional data analysis in marketing research
Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders

4. Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literature
John Williams

5. Meta-analysis: deconstructing marketing knowledge
İlayda İpek and Nilay Bıçakcıoğlu-Peynirci

6. Experimental design in marketing research
Sumeyra Duman

7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research
Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum

PART II QUALITATIVE RESEARCH METHODS
8. A guide to the successful use of case study in marketing management research
Edina Ajanovic and Çizel Beykan

9. Visual research methods: volunteer-employed photography (VEP)
Brian Garrod and Nika Balomenou

10. Phenomenology: prospects and challenges for marketing research
Mine Inanc and Metin Kozak

11. Mobile ethnography: a customer experience research method for innovation
Birgit Bosio, Katharina Rainer and Marc Stickdorn

PART III MIXED-METHODS RESEARCH
12. Mixed methods in agricultural marketing research: building trust amongst participants
Rachel Hay

13. Multi-methods in the measurement of emotion in tourism marketing
Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle

14. Using a mixed methods approach to develop a scale in the context of social media attachment
Shabanaz Baboo

PART IV OTHER ISSUES IN MARKETING RESEARCH
15. New frontiers in marketing research methods: forensic marketing – using forensic science frameworks and methods in marketing research
D. Anthony Miles

16. An examination of the legal theories and research methods relevant to marketing research
Marie Valerie Uppiah and Roopanand Mahadew

17. Assessing the legal implications and parameters of marketing research
Roopanand Mahadew and Marie Valerie Uppiah

18. Ethical considerations in marketing research
Mridula Gungaphul and Mehraz Boolaky

Index