Handbook Of Research Methods For Marketing Management

Author : Nunkoo, Robin
Publisher : Edward Elgar Publishing
ISBN 13 : 1788976959
Total Pages : 392 pages
Book Rating : 4.54/5 ( download)

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Download or read book Handbook of Research Methods for Marketing Management written by Nunkoo, Robin and published by Edward Elgar Publishing. This book was released on 2021-10-22 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
ISBN 13 : 1847204120
Total Pages : 609 pages
Book Rating : 4.27/5 ( download)

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Download or read book Handbook of Qualitative Research Methods in Marketing written by Russell W. Belk and published by Edward Elgar Publishing. This book was released on 2007 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Author : Rajiv Grover
Publisher : SAGE Publications
ISBN 13 : 1452261539
Total Pages : 721 pages
Book Rating : 4.39/5 ( download)

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Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE Publications. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Author : Dinçer, Hasan
Publisher : IGI Global
ISBN 13 : 1799825604
Total Pages : 646 pages
Book Rating : 4.09/5 ( download)

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Download or read book Handbook of Research on Decision-Making Techniques in Financial Marketing written by Dinçer, Hasan and published by IGI Global. This book was released on 2019-12-27 with total page 646 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer needs and demands are constantly changing. Because of this, marketing science and finance have their own concepts and theoretical backgrounds for evaluating consumer-related challenges. However, examining the function of finance with a marketing discipline can help to better understand internal management processes and compete in today’s market. The Handbook of Research on Decision-Making Techniques in Financial Marketing is a collection of innovative research that integrates financial and marketing functions to make better sense of the workplace environment and business-related challenges. Different financial challenges are taken into consideration while many of them are based on marketing theories such as agency theory, product life cycle, and optimal consumer experience. While highlighting topics including behavioral financing, corporate ethics, and Islamic banking, this book is ideally designed for financiers, marketers, financial analysts, marketing strategists, researchers, policymakers, government officials, academicians, students, and industry professionals.

Author : Mercedes Esteban-Bravo
Publisher : Cambridge University Press
ISBN 13 : 1108834981
Total Pages : 883 pages
Book Rating : 4.88/5 ( download)

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Download or read book Marketing Research Methods written by Mercedes Esteban-Bravo and published by Cambridge University Press. This book was released on 2021-01-28 with total page 883 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Author : Natalie Mizik
Publisher : Edward Elgar Publishing
ISBN 13 : 1784716758
Total Pages : 712 pages
Book Rating : 4.52/5 ( download)

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Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on with total page 712 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.

Author : Christian Homburg
Publisher : Springer
ISBN 13 : 9783319574110
Total Pages : 0 pages
Book Rating : 4.16/5 ( download)

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Download or read book Handbook of Market Research written by Christian Homburg and published by Springer. This book was released on 2021-12-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.

Author : Richard Bagozzi
Publisher : John Wiley & Sons
ISBN 13 : 1557865493
Total Pages : 434 pages
Book Rating : 4.96/5 ( download)

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Download or read book Advanced Marketing Research written by Richard Bagozzi and published by John Wiley & Sons. This book was released on 1994-07-19 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing research courses at the graduate and postgraduate levels and on executive programs. Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid students learning, questions and exercises are included throughout.

Author : Kenneth E. Clow
Publisher : SAGE
ISBN 13 : 1412991307
Total Pages : 521 pages
Book Rating : 4.08/5 ( download)

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Download or read book Essentials of Marketing Research written by Kenneth E. Clow and published by SAGE. This book was released on 2013-01-09 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.

Author : Takhar-Lail, Amandeep
Publisher : IGI Global
ISBN 13 : 1466663723
Total Pages : 326 pages
Book Rating : 4.25/5 ( download)

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Download or read book Market Research Methodologies: Multi-Method and Qualitative Approaches written by Takhar-Lail, Amandeep and published by IGI Global. This book was released on 2014-08-31 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research. Market Research Methodologies: Multi-Method and Qualitative Approaches brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations. Focusing on vital concepts such as data validity, triangulation, and reliability, this book is a fundamental reference source for PhD students, graduate students, and academics within the business field who wish to understand how these methods can be employed to extract data from particular environments.