Buy Handbook Of Research Methods For Marketing Management (Handbooks Of Research

Buy Handbook Of Research Methods For Marketing Management (Handbooks Of Research

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Handbook of Research Methods for Marketing Management (Handbooks of Research

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Item	116309840306
Seller	yourglobalmall ( 43450 ⭐ ) 97.3% Location: Los Angeles, US, CA Accept Payments With ,
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Condition	Brand New
EAN	9781788976947
UPC	9781788976947
ISBN	9781788976947
Format	Hardback, 392 pages
Author	Robin Nunkoo (Edited by)
Book Title	Handbook of Research Methods for Marketing Managem
Item Height	3.78 cm
Item Length	23.4 cm
Item Weight	0.72 kg
Item Width	15.6 cm
Language	Eng
Publisher	Edward Elgar Publishing Ltd

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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