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Robin Nunkoo Handbook of Research Methods for Marketing (Paperback) (UK IMPORT)

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Item specifics

Condition
Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
Book Title
Handbook of Research Methods for Marketing Management
Contributor
Robin Nunkoo (Edited by)
ISBN-10
1035315491
EAN
9781035315499
ISBN
9781035315499
Genre
Language & Reference
Topic
Business & Finance
Release Date
03/03/2023
Country/Region of Manufacture
GB
Release Year
2023
Title
Handbook of Research Methods for Marketing Management

About this product

Product Identifiers

Publisher
Elgar Publishing, Incorporated, Edward
ISBN-10
1035315491
ISBN-13
9781035315499
eBay Product ID (ePID)
17058803562

Product Key Features

Number of Pages
392 Pages
Language
English
Publication Name
Handbook of Research Methods for Marketing Management
Subject
Marketing / General, Reference, Commerce, Marketing / Research
Publication Year
2023
Type
Textbook
Author
Christian M. Ringle, Viraiyan Teeroovengadum, Robin Nunkoo
Subject Area
Business & Economics
Series
Handbooks of Research Methods in Management Ser.
Format
Trade Paperback

Dimensions

Item Height
0.8 in
Item Weight
20.5 Oz
Item Length
9.2 in
Item Width
6.1 in

Additional Product Features

Intended Audience
Scholarly & Professional
Reviews
'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!'
Dewey Edition
23
Dewey Decimal
658.8
Table Of Content
Contents:Introduction: advances in marketing research methodsRobin Nunkoo, Viraiyan Teeroovengadum and Christian M. RinglePART I QUANTITATIVE RESEARCH METHODS1. Scale development in marketing researchNoorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck2. Necessary condition analysis in marketing researchJan Dul, Sven Hauff and Zsófia Tóth3. When size does not matter: compositional data analysis in marketing researchBerta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders4. Modern data analysis - a paradigm for robustness: lessons for marketing researchers from the machine learning literatureJohn Williams5. Meta-analysis: deconstructing marketing knowledgeilayda ipek and Nilay Biçakcioglu-Peynirci6. Experimental design in marketing researchSumeyra Duman7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing researchSoujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan TeeroovengadumPART II QUALITATIVE RESEARCH METHODS8. A guide to the successful use of case study in marketing management researchEdina Ajanovic and Çizel Beykan9. Visual research methods: volunteer-employed photography (VEP)Brian Garrod and Nika Balomenou10. Phenomenology: prospects and challenges for marketing researchMine Inanc and Metin Kozak11. Mobile ethnography: a customer experience research method for innovationBirgit Bosio, Katharina Rainer and Marc StickdornPART III MIXED-METHODS RESEARCH12. Mixed methods in agricultural marketing research: building trust amongst participantsRachel Hay13. Multi-methods in the measurement of emotion in tourism marketingArghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle14. Using a mixed methods approach to develop a scale in the context of social media attachmentShabanaz BabooPART IV OTHER ISSUES IN MARKETING RESEARCH15. New frontiers in marketing research methods: forensic marketing - using forensic science frameworks and methods in marketing researchD. Anthony Miles16. An examination of the legal theories and research methods relevant to marketing researchMarie Valerie Uppiah and Roopanand Mahadew17. Assessing the legal implications and parameters of marketing researchRoopanand Mahadew and Marie Valerie Uppiah18. Ethical considerations in marketing researchMridula Gungaphul and Mehraz BoolakyIndex
Synopsis
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.
LC Classification Number
HF5415

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