(EBOOK PDF) Handbook of Research Methods for Marketing Management 1st Edition by Robin Nunkoo, Viraiyan Teeroovengadum, Christian Ringle 1788976940 978-1788976947 full chapters

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Product details:

ISBN-10 :   1788976940 

ISBN-13 :   978-1788976947

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

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.

Handbook of Research Methods for Marketing Management 1st Table of content:

1. Introduction to Marketing Research

   • Purpose and scope of research in marketing management.

2. Research Design and Methodology

   • Types of research (qualitative, quantitative, mixed methods).
   • Developing a research framework.

3. Data Collection Techniques

   • Surveys, interviews, focus groups, and observational studies.
   • Ethical considerations in data collection.

4. Quantitative Research Methods

   • Sampling techniques and survey design.
   • Statistical analysis and modeling.

5. Qualitative Research Methods

   • Case studies and ethnography.
   • Content and thematic analysis.

6. Digital and Big Data Research

   • Leveraging online data and analytics tools.
   • Social media and consumer behavior analysis.

7. Experimental Research in Marketing

   • Designing experiments to test hypotheses.
   • A/B testing and causal relationships.

8. Applications of Research Methods

   • Product development, pricing strategies, and market entry.
   • Customer satisfaction and loyalty studies.

9. Interpreting and Presenting Results

   • Visualizations and storytelling in reporting.
   • Implications for marketing decisions.

10. Emerging Trends and Innovations

    • AI, machine learning, and predictive analytics in marketing research.

11. Conclusion

    • Integrating research into marketing strategy.

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