New frontiers in marketing research methods: forensic marketing - using forensic science frameworks and methods in marketing research
D. Anthony Miles · Edward Elgar Publishing eBooks · 2021
Forensic science has been prominently used in many fields in science. Forensic science is most practiced prominently in six major fields of science. More recently, forensics has been used as a research model in the field of business. Thus, we have forensic economics, which has been established for 40 years, and. forensic accounting has been established for 30 years. Borrowing techniques from both business fields, we now have forensic marketing. The purpose of this chapter is to illustrate a new forensic investigative research model. This chapter will add to the field and foundation to the theory of marketing This chapter will illustrate a five-point forensic marketing research model: (a) market position forensics; (b) marketing law and policy forensics; (c) marketing financials and pricing forensics; (d) brand offering forensics; and (e) distribution channels forensics. This chapter is present a new breakthrough in marketing by offering a forensic investigative technique in marketing.