Handbook of Research Methods for Marketing Management / Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle
Publication year: 2021
ISBN: 9781788976947
Internet Resource: Please Login to download book
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.
Subject: Business, Marketing, Marketing Gestion, Marketing Gestion Recherche, Marketing Management, Marketing Management Research
