Handbook of Research Methods for Marketing Management (2021)

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书籍Handbook of Research Methods for Marketing Management (2021)

作者： Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle

出版时间：2021年10月

出版社：Edward Elgar Publishing

内容简介：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.

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关键词：Management Marketing Managemen handbook Research

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douer2016007 发表于 2022-2-18 12:06
书籍Handbook of Research Methods for Marketing Management (2021)

作者： Robin Nunkoo, Viraiyan Te ...

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