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The Routledge Companion to Marketing Research
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Product Details
Author:
Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi
Format:
Paperback
Pages:
632
Publisher:
Taylor & Francis (January 9, 2023)
Language:
English
ISBN-13:
9780367694319
Weight:
41.375oz
Dimensions:
6.875" x 9.6875"
File:
TAYLORFRANCIS-TayFran_260409052339044-20260409.xml
Folder:
TAYLORFRANCIS
List Price:
$62.99
Series:
Routledge Companions in Marketing, Advertising and Communication
Case Pack:
10
As low as:
$59.84
Publisher Identifier:
P-CRC
Discount Code:
H
Pub Discount:
30
Audience:
College/higher education
Country of Origin:
United States
Imprint:
Routledge
Overview
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.
