Surviving your research project

When we speak of research methodology, we may think of abstract work that complicates the life of the researcher. As we all agree, dealing with method may not be the most exciting subject... But that's exactly what this book is about: presenting how to do research in the sense of a rigorous, systematic effort to increase our understanding of a phenomenon. We have three objectives:

1. provide an overview of the research process in management science ;
2. share some recommendations for mobilizing simple yet rigorous tools to ensure the success of your marketing efforts.
   research and ;
3. explain the relevance and interest of management science methodology for both the researcher and the practitioner.

In an approach deliberately rooted in the practice of data collection and analysis, this handbook offers an overview of the basic principles of qualitative and quantitative research. In particular, four major classes of data collection methods are discussed, both from a theoretical point of view and in terms of their practical implementation in the field: interviewing, observation, questionnaires and experimentation.