Research Methods in Luxury Management

著者名：Parnwell, Michael J. G./Meng, Kelly

Routledge（2023/07/13発売）

• 言語：ENG
• ISBN：9781032281100
• eISBN：9781000884746

Description

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 is 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.

Table of Contents

1. Research Methods in Luxury Management: Introduction and Overview2. The Field of Luxury Research3. Identifying a Luxury Management Research Topic4. Luxury Research Approach and Research Design5. Sources of Data for Luxury Research6. Methods for Luxury Research7. Analysing Luxury Research Data8. Writing Up and Presenting Luxury Research Findings9. Applying Research Findings to the Field of Luxury Management10. Review and Learning Resources