Handbook of Research Methods for Marketing Management

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

‘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!’

• Contents:Introduction: advances in marketing research methodsRobin Nunkoo, Viraiyan Teeroovengadum and Christian M. RinglePART I QUANTITATIVE RESEARCH METHODS1. Scale development in marketing researchNoorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck2. Necessary condition analysis in marketing researchJan Dul, Sven Hauff and Zsófia Tóth3. When size does not matter: compositional data analysis in marketing researchBerta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders4. Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literatureJohn Williams5. Meta-analysis: deconstructing marketing knowledgeİlayda İpek and Nilay Bıçakcıoğlu-Peynirci6. Experimental design in marketing researchSumeyra Duman7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing researchSoujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan TeeroovengadumPART II QUALITATIVE RESEARCH METHODS8. A guide to the successful use of case study in marketing management researchEdina Ajanovic and Çizel Beykan9. Visual research methods: volunteer-employed photography (VEP)Brian Garrod and Nika Balomenou10. Phenomenology: prospects and challenges for marketing researchMine Inanc and Metin Kozak11. Mobile ethnography: a customer experience research method for innovationBirgit Bosio, Katharina Rainer and Marc StickdornPART III MIXED-METHODS RESEARCH12. Mixed methods in agricultural marketing research: building trust amongst participantsRachel Hay13. Multi-methods in the measurement of emotion in tourism marketingArghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle14. Using a mixed methods approach to develop a scale in the context of social media attachmentShabanaz BabooPART IV OTHER ISSUES IN MARKETING RESEARCH15. New frontiers in marketing research methods: forensic marketing – using forensic science frameworks and methods in marketing researchD. Anthony Miles16. An examination of the legal theories and research methods relevant to marketing researchMarie Valerie Uppiah and Roopanand Mahadew17. Assessing the legal implications and parameters of marketing researchRoopanand Mahadew and Marie Valerie Uppiah18. Ethical considerations in marketing researchMridula Gungaphul and Mehraz BoolakyIndex