Handbook of Research Methods for Marketing Management (Hardcover)
Language: English
Published by Edward Elgar Publishing Ltd, Cheltenham, 2021
- Hardcover
- New
Seller: AussieBookSeller, Truganina, VIC, AustraliaAussieBookSeller
AbeBooks seller since June 22, 2007
Condition: New
£ 372.37
Quantity: 1 available
Add to basketItem description from seller
Hardcover. 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. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability.…
Seller Inventory # 9781788976947
- Title
- Handbook of Research Methods for Marketing Management (Hardcover)
- Author
- Robin Nunkoo
- Publisher
- Edward Elgar Publishing Ltd, Cheltenham
- Publication year
- 2021
- Condition
- new
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1788976940
- ISBN 13
- 9781788976947
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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AussieBookSeller
Truganina, VIC, Australia
AbeBooks seller since June 22, 2007
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