Handbook of Research Methods for Marketing Management
Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle
Informasi Umum
Kode
23.21.876
Klasifikasi
658.83 - Market research, Market analysis, Market study, Interviewing, use of consultants and research agencies, Techniques of consulting in market research
Jenis
Buku - Elektronik (E-Book)
Subjek
Marketing Research
No. Rak
Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8
Dilihat
213 kali
Informasi Lainnya
Abstraksi
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.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Edward Elgar Publishing |
| Kota | New York |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
