Handbook of research methods for marketing management
edited by Robin Nunkoo (Associate Professor of Management, Faculty of Law and Management), Viraiyan Teeroovengadum (Senior Lecturer, University of Mauritius, Mauritius) and Christian M. Ringle (Professor of Management, Hamburg University of Technology, Germany)
Contents: Introduction: Advances in marketing research methods / Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle -- Part I: Quantitative research methods -- 1. Scale development in marketing research / Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck -- 2. Necessary condition analysis in marketing research / Jan Dul, Sven Hauff and Zsófia Tóth -- 3. When size does not matter: Compositional data analysis in marketing research / Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders -- 4. Modern data analysis - a paradigm for robustness: Lessons for marketing researchers from the machine learning literature / John Williams -- 5. Meta-analysis: Deconstructing marketing knowledge / İlayda İpek and Nilay Bıçakcıoğlu-Peynirci -- 6. Experimental design in marketing research / Sumeyra Duman -- 7. Partial least square structural equation modelling (pls-sem) in marketing research / Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum -- Part II: Qualitative research methods -- 8. A guide to the successful use of case study in marketing management research / Edina Ajanovic and Çizel Beykan -- 9. Visual research methods: Volunteer-employed photography (vep) / Brian Garrod and Nika Balomenou -- 10. Phenomenology: Prospects and challenges for marketing research / Mine Inanc and Metin Kozak -- 11. Mobile ethnography: A customer experience research method for innovation / Birgit Bosio, Katharina Rainer and Marc Stickdorn -- Part III: Mixed-methods research -- 12. Mixed methods in agricultural marketing research: Building trust amongst participants / Rachel Hay -- 13. Multi-methods in the measurement of emotion in tourism marketing / Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle -- 14. Using a mixed methods approach to develop a scale in the context of social media attachment / Shabanaz Baboo -- 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 / D. Anthony Miles -- 16. An examination of the legal theories and research methods relevant to marketing research / Marie Valerie Uppiah and Roopanand Mahadew -- 17. Assessing the legal implications and parameters of marketing research / Roopanand Mahadew and Marie Valerie Uppiah -- 18. Ethical considerations in marketing research / Mridula Gungaphul and Mehraz Boolaky -- Index.
