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Marketing Food Brands pp 125–150Cite as

Palgrave Macmillan

Research Paradigm, Research Method and Research Design

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Abstract

Research issues form the focal theory of this book, and these are based on a review of the literature that constitutes the background theory of the book. This chapter discusses the process that was followed in addressing these research issues, and explores data theory. It is generally recognised that academic research should be undertaken with rigour, so in planning and executing methodological approaches, this book strives to comply with relevant procedures to ensure that a systematic approach as recommended by research experts, is adopted and maintained. In doing so, the chapter discusses pertinent methodological issues.

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Authors and Affiliations

  1. School of Management & Enterprise, University of Southern Queensland, Toowoomba, QLD, Australia

    Ranga Chimhundu

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  1. Ranga Chimhundu
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Chimhundu, R. (2018). Research Paradigm, Research Method and Research Design. In: Marketing Food Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-75832-9_6

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