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

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