Benutzerdefiniertes Cover
Research methods in luxury management / Michael J.G. Parnwell and Kelly Meng
Mitwirkende(r): Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Mastering Luxury Management SeriesVerlag: Milton : Taylor & Francis Group, 2023Beschreibung: 1 Online-Ressource (231 p.)ISBN:- 9781003295372
- 1000884651
- 9781000884654
- 658.8 23
- 658.8 23/eng/20221219
- HD9999.L852
Inhalte:
Zusammenfassung: And Conclusion -- 4 Research Approach and Research Design -- Philosophical Approach -- Luxury Studies: Inductive or Deductive? -- So, Which Approach Should I Adopt? -- Research Design -- Joined-Up Thinking -- Identifying a Research Focus -- Formulating Research Questions -- A Nested Hierarchy of Research Questions -- Emerging Issues -- Summary and Conclusion -- 5 Data for Luxury Research -- The Nature of Data -- Principal Forms of Data -- Quantitative and Qualitative Data -- Sources of Data -- Secondary Data -- Primary Data Gathered from Secondary Sources -- Social Media and LuxuryZusammenfassung: "This is one of the first textbooks to explore the research process within the specific context of luxury brand management. It adopts a case-rich approach, informed by original research, to guide the reader through the various stages of the research process from conception to completion and application. Beginning with a summary of past and present research in the field of luxury, the book then outlines the fundamental principles of research, paying particular attention to representativeness and contextualisation, before guiding readers through the intricacies of research design. Further topics include the nature of data in the field of luxury, the research challenges facing luxury practitioners, quantitative and qualitative research methods for luxury brand management specialists, analytical techniques, and guidance for presenting and applying research findings within the luxury environment. Real-world examples and case studies are provided in each chapter, and the book rounds off with some review challenges and problem-solving exercises to facilitate self-learning. Research Methods in Luxury Management should be essential reading for postgraduate and advanced undergraduate courses in Luxury Brand Management, Luxury Marketing and Luxury Strategy. It will also be a useful tool for practitioners and problem-solvers within and beyond the luxury industry"--PPN: PPN: 1882625641Package identifier: Produktsigel: ZDB-4-NLEBK | BSZ-4-NLEBK-KAUB
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