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Researching Poverty, Literacy, & Subsistence Marketplaces Using Mixed Methods

Video Type: Case Study

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Summary

Madhu Viswanathan, PhD, Professor of Business at the University of Illinois, discuss his mixed-methods research on poverty, literacy, and subsistence marketplaces.

Resources

Resources

References
References

Article

Viswanathan, M, & Sreekumar, A(2019).Consumer and technology in a changing world: The perspective from subsistence marketplaces. European Journal of Marketing, 53(6),1254-1274.

Article

Viswanathan, M, Elaydi, R, Gau, R, & Jones Christensen, L(2019).Subsistence marketplaces: Challenges and opportunities. Journal of Public Policy & Marketing, 38(1),36-41.

Book

Viswanathan, M(2005).Measurement Error and Research Design. Thousand Oaks, CA: SAGE Publications, Inc.,

Book

Walford, G, Tucker, E, & Viswanathan, M(2010).The SAGE Handbook of Measurement. London: SAGE Publications Ltd.,

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