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Cover Handbook of Research Methods for Marketing Management
Handbook of Research Methods for Marketing Management
Edited by
Robin Nunkoo
,
Viraiyan Teeroovengadum
, and
Christian M. Ringle
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.
Restricted access
Handbook
Published:
22 Oct 2021
DOI:
https://doi.org/10.4337/9781788976954
Collection:
Business 2021
Introduction: advances in marketing research methods
Robin Nunkoo
,
Viraiyan Teeroovengadum
, and
Christian M. Ringle
Full access
Category:
Handbook Chapter
in Handbook of Research Methods for Marketing Management
Robin Nunkoo
,
Viraiyan Teeroovengadum
, and
Christian M. Ringle
Published:
22 Oct 2021
Collection:
Business 2021
Chapter 12: Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues
Jörg Henseler
,
Christian M. Ringle
, and
Marko Sarstedt
Restricted access
Category:
Handbook Chapter
in Handbook of Research on International Advertising
Jörg Henseler
,
Christian M. Ringle
, and
Marko Sarstedt
Published:
29 Feb 2012
Collection:
Business 2012