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Routledge Companion to Marketing Research

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advanced data-driven marketing techniques
Affects Consumer Purchase Intention
Apple Tv
artificial intelligence applications
Big Data
branding
Case Study
Category=GPS
Category=KJS
Category=KJSM
consumer neuroscience
Customer Behavioural Loyalty
Customer Insight
Customer Relationship Management
Data Sets
EEG Asymmetry
EEG System
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Frontal EEG
Frontal EEG Asymmetry
GDPR
Human-computer interaction
innovation
Innovative methods
Islamic Banks
marketing
marketing data
marketing futures
marketing innovation
Marketing Research
Marketing Research Companies
Marketing Research Industry
mixed-methods research
netnography
neuromarketing
Neuroscientific techniques
opinion mining
Pi
Quantitative Research
Secondary Data
sentiment analysis
Single Customer View
Smart Cities
Social Listening
Synergy Coefficient
Traditional marketing research
Tv Usage

Product details

  • ISBN 9781138682788
  • Weight: 1330g
  • Dimensions: 174 x 246mm
  • Publication Date: 28 Jun 2021
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.

Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as:

  • Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis

  • Big data

  • Neuroscientific techniques and physiological measures

  • Voice prints

  • Human–computer interaction

  • Emerging approaches such as shadowing, netnographies and ethnographies

Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.

About

Len Tiu Wright is Editor-in-Chief of Cogent Business and Management and Emeritus Professor of Marketing at De Montfort University, UK.

Luiz Moutinho is Visiting Professor of Marketing at University of Suffolk Business School, UK, and Adjunct Professor at the Graduate School of Business at University of the South Pacific, Fiji.

Merlin Stone is Visiting Professor at the University of Portsmouth and St. Mary’s University, UK.

Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business at the University of Michigan, USA.