[{"_1":2,"_42":-5,"_43":-5},"loaderData",{"_3":4,"_10":11,"_40":-5,"_41":-5},"root",{"_5":-5,"_6":-5,"_7":-5,"_8":9},"user","shoppingCartId","toast","locale","en","routes/_store+/_readers+/email_author.$slug/route",{"_12":13,"_39":-5},"book",{"_14":15,"_16":17,"_18":19,"_20":21,"_22":23,"_24":25},"id","Z2lkOi8vbGVhbnB1Yi9TdG9yZTo6Qm9va1Byb2R1Y3QvNjcyOTQ","title","PRACTICAL RESEARCH HANDBOOK: Steps, Methods, and Tools for Business & Marketing Research","state","published","contactAuthorMethod","email","aboutText","

? Book Description

This handbook is a hands-on and practical guide designed for Master’s students in Business and Marketing who are developing their research projects. Unlike generic research methods textbooks, this book focuses on step-by-step guidance, from choosing a topic and reviewing the literature to building conceptual frameworks, selecting methodologies, analyzing data, and presenting results.

Each part includes clear checklists, examples, and tools that students can directly apply to their own work. The handbook also integrates practical resources, such as validated scales, qualitative coding guides, software tutorials (SPSS, NVivo, MAXQDA, SmartPLS, Jamovi, R), and AI-powered research tools (Consensus, Elicit, ResearchRabbit, etc.), making it an essential companion for modern research in business and marketing.

Written by an experienced professor and researcher, this guide encourages students not only to follow methodological rigor but also to enjoy the process of inquiry, creativity, and critical thinking. It is the ideal resource for students who want to go beyond theory and actually do research with confidence.

","authors",[26],{"_14":27,"_28":29,"_5":30},"Z2lkOi8vbGVhbnB1Yi9TdG9yZTo6UHJvZHVjdEF1dGhvci83MTM4Mg","name","Svitlana Magalhães de Sousa Ostapenko",{"_31":32},"avatar",{"_33":34,"_35":36,"_37":38},"url","https://secure.gravatar.com/avatar/d8c997ffbbf7cce5084e30047031e57d?r=pg&d=mm","styleName","medium","exists",true,"currentUser","routes/_store+/_layout","routes/_store+/_readers+/_layout","actionData","errors"]

Email the author