Handbook of research methods for marketing management
Edited by Robin Nunkoo, Viraiyan Teeroovengadum & Christian M. Ringle.
Cheltenham : Edward Elgar Publishing Limited, 2023.
"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." --
Physical items: 1, Online items: 0
Availability
Online Resources
At the libraryRequest via Interlibrary Loan
| Location | Call number | Status |
|---|---|---|
| English Book (5/F) | 658.8 HAN 2023 | Available |
| Location | Call number | Status |
|---|---|---|
| barcode, location, bookplate, id LOCATION | callnoa callnob | -- |
Bibliographic Information
- Format:
-
Book
- Subject:
- Marketing > Management.
- Marketing > Management > Research.
- Language:
- English
- ISBN:
- 9781035315499
- Course:
- BUS531
Research Methods and Design - Series:
- Handbooks of research methods in management
- Bibliography:
- Includes bibliographical references and index.
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