The Routledge Companion to Marketing Research (Routledge Companions in Business, Management and Marketing)

by Luiz Moutinho (Editor), Len Tiu Wright (Editor), RichardPBagozzi (Editor), SurakshaGupta (Editor)

• New

  Hardcover
  2018

  $228.41

  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 study and practice.

  Including original contributions 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 is an essential tool for market researchers in academia and practice.