Handbook of Research Methods for Marketing Management

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indgår i serie Handbooks of Research Methods in Management Series


Handbook of Research Methods for Marketing Management
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Format:
Bog, hardback
Udgivelsesdato:
14-10-2021
Sprog:
Engelsk
Sidetal:
384
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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.

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Udgivelsesdato:
14-10-2021
ISBN13:
9781788976947
Bredde:
156 mm
Højde:
234 mm
Format:
Hardback
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