Handbook

The Marketing discipline - its origin, development and future direction. The use of different methods to examine research questions - quantitative, experimental, qualitative, and ethnographic approaches. Advanced survey-based methods. Experimental approaches to research in marketing, including experimental designs and analysis of variance. Consideration of non-quantitative methods - notably qualitative methods, in-depth interviews, case-study analysis, anthropological and ethnographic approaches, cross-cultural studies and phenomenological work. Post-modernist methods of enquiry.