The Routledge Companion to Marketing Research

ISBN-13: 9780367694319 / Angielski / Miękka / 2023 / 612 str.

Len Tiu Wright; Luiz Moutinho; Merlin Stone

Opis

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.