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.
Author(s): Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle
Series: Handbooks of Research Methods in Management
Publisher: Edward Elgar Publishing
Year: 2021
Language: English
Pages: 392
City: Cheltenham
Front Matter
Copyright
Contents
List of contributors
Introduction: advances in marketing research methods
Part I: Quantitative Research Methods
1 Scale development in marketing research
2 Necessary condition analysis in marketing research
3 When size does not matter: compositional data analysis in marketing research
4 Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literature
5 Meta-analysis: deconstructing marketing knowledge
6 Experimental design in marketing research
7 Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research
Part II: Qualitative Research Methods
8 A guide to the successful use of case study in marketing management research
9 Visual research methods: volunteer-employed photography (VEP)
10 Phenomenology: prospects and challenges for marketing research
11 Mobile ethnography: a customer experience research method for innovation
Part III: Mixed-Methods Research
12 Mixed methods in agricultural marketing research: building trust amongst participants
13 Multi-methods in the measurement of emotion in tourism marketing
14 Using a mixed methods approach to develop a scale in the context of social media attachment
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
16 An examination of the legal theories and research methods relevant to marketing research
17 Assessing the legal implications and parameters of marketing research
18 Ethical considerations in marketing research
Index
