Description
Book SynopsisTaking 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.
Trade Review‘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!’ -- Joe Hair, University of South Alabama, US
Table of ContentsContents: 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 Germà 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 İlayda İpek and Nilay Bıçakcıoğlu-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
