The Routledge Companion to Marketing Research (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Companions in Marketing, Advertising and Communication
Release date:	December 2022
First published:	2021
Editors:	Len Tiu Wright • Luiz Moutinho • Merlin Stone • Richard P. Bagozzi
Dimensions:	246 x 174mm (L x W)
Format:	Paperback
Pages:	612
ISBN-13:	978-0-367-69431-9
Categories:	Books > Reference & Interdisciplinary > Communication studies > Research methods Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	0-367-69431-X
Barcode:	9780367694319

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