The Routledge Companion to Marketing Research (Routledge Companions in Marketing, Advertising and Communication) - Hardcover
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.
"synopsis" may belong to another edition of this title.
About the Author:
Len Tiu Wright is Professor of Marketing at Huddersfield University, UK.
Luiz Moutinho is Professor of Marketing at Dublin City University, Ireland.
Richard Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Michigan Ross University, USA.
"About this title" may belong to another edition of this title.
- PublisherRoutledge
- Publication date2021
- ISBN 10 1138682780
- ISBN 13 9781138682788
- BindingHardcover
- Edition number1
- Number of pages612
- EditorWright Len Tiu, Moutinho Luiz, Stone Merlin, Bagozzi Richard P.
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Book Description Einband - fest (Hardcover). Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Len Tiu Wright is Editor-in-Chief of Cogent Business and Management and Emeritus Professor of Marketing at De Montfort University, UK.Luiz Moutinho is Visiting Professor of Marketing at University of Suffolk Business Scho. Seller Inventory # 595421363
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