• Kapcsolat

  • Hírlevél

  • Rólunk

  • Szállítási lehetőségek

  • Hírek

  • 0
    Handbook of Research Methods for Marketing Management

    Handbook of Research Methods for Marketing Management by Nunkoo, Robin; Teeroovengadum, Viraiyan; Ringle, Christian M.;

    Sorozatcím: Handbooks of Research Methods in Management series;

      • 10% KEDVEZMÉNY?

      • A kedvezmény csak az 'Értesítés a kedvenc témákról' hírlevelünk címzettjeinek rendeléseire érvényes.
      • Kiadói listaár GBP 47.45
      • Az ár azért becsült, mert a rendelés pillanatában nem lehet pontosan tudni, hogy a beérkezéskor milyen lesz a forint árfolyama az adott termék eredeti devizájához képest. Ha a forint romlana, kissé többet, ha javulna, kissé kevesebbet kell majd fizetnie.

        24 014 Ft (22 870 Ft + 5% áfa)
      • Kedvezmény(ek) 10% (cc. 2 401 Ft off)
      • Discounted price 21 612 Ft (20 583 Ft + 5% áfa)

    Beszerezhetőség

    Becsült beszerzési idő: A Prosperónál jelenleg nincsen raktáron, de a kiadónál igen. Beszerzés kb. 3-5 hét..
    A Prosperónál jelenleg nincsen raktáron.

    Why don't you give exact delivery time?

    A beszerzés időigényét az eddigi tapasztalatokra alapozva adjuk meg. Azért becsült, mert a terméket külföldről hozzuk be, így a kiadó kiszolgálásának pillanatnyi gyorsaságától is függ. A megadottnál gyorsabb és lassabb szállítás is elképzelhető, de mindent megteszünk, hogy Ön a lehető leghamarabb jusson hozzá a termékhez.

    A termék adatai:

    • Kiadó Edward Elgar Publishing
    • Megjelenés dátuma 2023. március 3.

    • ISBN 9781035315499
    • Kötéstípus Puhakötés
    • Terjedelem392 oldal
    • Méret 234x156 mm
    • Súly 582 g
    • Nyelv angol
    • 952

    Kategóriák

    Hosszú leírás:

    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.



    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.

    ?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!?

    Több

    Tartalomjegyzék:

    Contents:

    Introduction: advances in marketing research methods
    Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle

    PART I QUANTITATIVE RESEARCH METHODS
    1. Scale development in marketing research
    Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck

    2. Necessary condition analysis in marketing research
    Jan Dul, Sven Hauff and Zsófia Tóth

    3. When size does not matter: compositional data analysis in marketing research
    Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germ? Coenders

    4. Modern data analysis ? a paradigm for robustness: lessons for marketing researchers from the machine learning literature
    John Williams

    5. Meta-analysis: deconstructing marketing knowledge
    ?layda ?pek and Nilay B?çakc?o?lu-Peynirci

    6. Experimental design in marketing research
    Sumeyra Duman

    7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research
    Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum

    PART II QUALITATIVE RESEARCH METHODS
    8. A guide to the successful use of case study in marketing management research
    Edina Ajanovic and Çizel Beykan

    9. Visual research methods: volunteer-employed photography (VEP)
    Brian Garrod and Nika Balomenou

    10. Phenomenology: prospects and challenges for marketing research
    Mine Inanc and Metin Kozak

    11. Mobile ethnography: a customer experience research method for innovation
    Birgit Bosio, Katharina Rainer and Marc Stickdorn

    PART III MIXED-METHODS RESEARCH
    12. Mixed methods in agricultural marketing research: building trust amongst participants
    Rachel Hay

    13. Multi-methods in the measurement of emotion in tourism marketing
    Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle

    14. Using a mixed methods approach to develop a scale in the context of social media attachment
    Shabanaz Baboo

    PART IV OTHER ISSUES IN MARKETING RESEARCH
    15. New frontiers in marketing research methods: forensic marketing ? using forensic science frameworks and methods in marketing research
    D. Anthony Miles

    16. An examination of the legal theories and research methods relevant to marketing research
    Marie Valerie Uppiah and Roopanand Mahadew

    17. Assessing the legal implications and parameters of marketing research
    Roopanand Mahadew and Marie Valerie Uppiah

    18. Ethical considerations in marketing research
    Mridula Gungaphul and Mehraz Boolaky

    Index

    Több