Handbook of Research Methods for Marketing Management by Robin Nunkoo (English)

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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.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Author Biography

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

Table of Contents

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 knowledgelayda pek and Nilay Bçakcolu-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

Review

'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

Review Quote

'This book builds on a decades-long study of policy making and multilevel governance. It engages fundamental issues of institutional change and policy innovation that we know far too little about. Arthur Benz gathers an impressive range of evidence and thinking that allow us to better tackle these thorny issues.'

Details ISBN1788976940 Language English Year 2021 ISBN-10 1788976940 ISBN-13 9781788976947 Format Hardcover Publisher Edward Elgar Publishing Ltd Series Handbooks of Research Methods in Management series Imprint Edward Elgar Publishing Ltd Place of Publication Cheltenham Country of Publication United Kingdom Pages 392 Publication Date 2021-10-22 AU Release Date 2021-10-22 NZ Release Date 2021-10-22 UK Release Date 2021-10-22 Author Christian M. Ringle Edited by Christian M. Ringle DEWEY 658.8 Audience Professional & Vocational We've got this

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