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The Routledge Companion to Modern Marketing Research

The Routledge Companion to Modern Marketing Research

by Len Tiu Wright, Luiz Moutinho and Richard P. Bagozzi
Hardback
Publication Date: 30/12/2020
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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.

ISBN:
9781138682788
9781138682788
Category:
Market research
Format:
Hardback
Publication Date:
30-12-2020
Language:
English
Publisher:
Routledge
Country of origin:
United States

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