PRACTICAL RESEARCH HANDBOOK: Steps, Methods, and Tools for Business & Marketing Research
This handbook is a practical, hands-on guide for Master’s students in Business and Marketing. It provides step-by-step support for every stage of the research journey: from choosing a topic and reviewing the literature to designing frameworks, selecting methods, analyzing data, and writing up results. Unlike generic textbooks, this guide focuses on practical tools, examples, and checklists that students can apply immediately. With integrated resources on SPSS, NVivo, MAXQDA, SmartPLS, Jamovi, R, and AI research tools (Consensus, Elicit, ResearchRabbit), it bridges theory and practice, helping students move from confusion to clarity. A must-have companion for anyone who wants to successfully complete a thesis in business and marketing.
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This handbook is a practical, hands-on guide for Master’s students in Business and Marketing. It provides step-by-step support for every stage of the research journey: from choosing a topic and reviewing the literature to designing frameworks, selecting methods, analyzing data, and writing up results. Unlike generic textbooks, this guide focuses on practical tools, examples, and checklists that students can apply immediately. With integrated resources on SPSS, NVivo, MAXQDA, SmartPLS, Jamovi, R, and AI research tools (Consensus, Elicit, ResearchRabbit), it bridges theory and practice, helping students move from confusion to clarity. A must-have companion for anyone who wants to successfully complete a thesis in business and marketing.
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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.
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About the Author
Svitlana Magalhães de Sousa Ostapenko
Svitlana Magalhães de Sousa Ostapenko is a Professor of Business Strategy and Cross-Cultural Studies, holding a PhD in Business Management and Cultural Studies. With more than 10 years of academic and research experience, she has led international projects in marketing, strategy, tourism, and sustainability. She currently teaches at leading business schools in Portugal, guiding students in research methodologies and global business practices.
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