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Books > Reference & Interdisciplinary > Communication studies > Research methods
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The Routledge Companion to Marketing Research (Hardcover)
Loot Price: R6,595
Discovery Miles 65 950
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The Routledge Companion to Marketing Research (Hardcover)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 17 working days
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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 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.
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