Handbook of Research Methods for Marketing Management

Description

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. 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