Using archival research in marketing
Book chapter
Gill, D. and Tomasella, B. 2025. Using archival research in marketing. in: Lawson, A. and Hancock, C. (ed.) Doing Marketing Research : Alternative Methods for Market Sensing Routledge.
| Authors | Gill, D. and Tomasella, B. |
|---|---|
| Editors | Lawson, A. and Hancock, C. |
| Abstract | Archival research is an under-rated and under-utilised research method that has much to offer. This chapter explores how and why to use archival data in research, as well as how to conduct archival research and analyse the findings. The chapter gives practical guidance for using archival research and considers its strengths and limitations. It also outlines how a researcher may adopt this methodology as a central component of their studies. By the end of this chapter, you will be able to assuredly plan and execute a research study using archival research as a chosen methodology. |
| Year | 2025 |
| Book title | Doing Marketing Research : Alternative Methods for Market Sensing |
| Publisher | Routledge |
| Edition | 2nd Edition |
| ISBN | 9781003592808 |
| Web address (URL) | https://www.taylorfrancis.com/chapters/edit/10.4324/9781003592808-14/using-archival-research-marketing-devi-gill-barbara-tomasella |
| File | File Access Level Restricted |
| Output status | Published |
| Publication dates | |
| Online | 31 Mar 2025 |
| Publication process dates | |
| Deposited | 14 Jul 2025 |
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