Research methods
Author(s)
Bibliographic Information
Research methods
（Legends in marketing, . Jagdish N. Sheth / set editor,
Sage, 2015
- : hb
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Note
Includes bibliographical references
Description and Table of Contents
Description
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This first set in the series, consisting of 9 volumes, is a tribute to Jagdish N Sheth. Known as a pioneer of new areas of inquiry in marketing, his work spans five decades and traverses a number of sub-disciplines of marketing. His work The Theory of Buyer Behavior (with John A. Howard) is considered a classic.
The volumes in the set include: Volume 1: Consumer Behavior: Conceptual Foundations Edited by: Richard J Lutz Volume 2: Consumer Behavior: Empirical Research Edited by: C Whan Park Volume 3: Visioning the Future Edited by: Balaji C Krishnan Volume 4: International Marketing Edited by: Abdolreza Eshghi Volume 5: Managerial Marketing: The Early Years Edited by: Can Uslay Volume 6: Managerial Marketing: Current Thought Edited by: Rajendra S Sisodia Volume 7: Organizational Buyer Behavior Edited by: Arun Sharma Volume 8: Relationship Marketing Edited by: Atul Partvatiyar Volume 9: Research Methods Edited by: Balaji C Krishnan.
Table of Contents
Volume Introduction: Introduction to Research Methods - Balaji C Krishnan Thoughts on Research Methods An Empirical Study of the Scientific Styles of Marketing Academics (with Siew Meng Leong and Chin Tiong Tan) Seven Commandments for Users of Multivariate Methods How to Get the Most Out of Multivariate Methods The Multivariate Revolution in Marketing Research Survey Research Impact of Questionnaire Length, Follow-up Methods and Geographical Location on Response Rate to a Mail Survey (with A. M. Roscoe) Impact on Asking Race Information in Mail Surveys Follow-up Methods, Questionnaire Length and Market Differences in Mail Surveys (with A. M. Roscoe and D. Lang) Factor Analysis Factor Analysis in Marketing Using Factor Analysis to Estimate Parameters Other Multivariate Methods Canonical Correlation and Marketing Research (with Johnny Johansson) Cluster Analysis and Its Applications in Marketing Research Intertechnique Cross-Validation in Cluster Analysis (with A. M. Roscoe and W. Howell) Application of Multivariate Techniques Measurement of Multidimensional Brand Loyalty of a Consumer A Factor Analytical Model of Brand Loyalty Perspectives of Other Scholars An Early view of Jag the Methodologist - Don Lehmann A Commentary on Jagdish Sheth's Methodological Contributions - Dawn Iacobucci Commentary from an Admirer from "Far Above the Cayuga's Waters" - Vithala R. Rao Balaji C Krishnan Interviews Jagdish N. Sheth Jag Sheth's views on Research Methods - Then and Now
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