The Routledge Companion to Marketing Research (Routledge Companions in Marketing, Advertising and Communication) - Softcover

Softcover

ISBN 10: 036769431X ISBN 13: 9780367694319

Publisher: Routledge, 2023

Synopsis

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 this title

About the Author

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.

Edition details

• Publisher: Routledge
• Publication date: 2023
• ISBN 10: 036769431X
• ISBN 13: 9780367694319
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 632
• Editor: Wright Len Tiu, Moutinho Luiz, Stone Merlin, Bagozzi Richard P.