RESEARCH METHODS IN LUXURY MANAGEMENT

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