Handbook of Research Methods for Marketing Management Nunkoo Teeroovengadum
Handbook of Research Methods for Marketing ManagementAuthor(s): Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781035315499, 978-1035315499\nSynopsis\nTaking 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.\n\nDivided 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 resear.
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