Overview

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.

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9781788976947

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Reviews

'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

'This book builds on a decades-long study of policy making and multilevel governance. It engages fundamental issues of institutional change and policy innovation that we know far too little about. Arthur Benz gathers an impressive range of evidence and thinking that allow us to better tackle these thorny issues.' - Gary Marks, University of North Carolina, Chapel Hill, US and European University Institute, Italy 'Arthur Benz is an eminence in the study of multi-level governance. This book draws together different strands of his work and provides an encompassing analysis of multi-level governance in federal, European and international contexts. If you want to know why it can deliver, this is the book to read.' - Michael Zurn, WZB Berlin Social Science Center, Germany

Author Information

Edited by Robin Nunkoo, Professor of Sustainable Tourism and Research Methods, Department of Management, Viraiyan Teeroovengadum, Senior Lecturer, University of Mauritius, Mauritius and Christian M. Ringle, Professor of Management, Hamburg University of Technology, Germany

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