The Routledge Companion to Marketing Research

This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing on new and innovative methods and technologies. It covers methods for analyzing user- and customer-generated data, big data, neuroscientific techniques, voice prints, human-computer interaction, and emerging approaches such as shadowing, netnographies, and ethnographies. It is an essential tool for market researchers in academia and practice.

Format: Paperback / softback
Length: 612 pages
Publication date: 09 January 2023
Publisher: Taylor & Francis Ltd

This comprehensive single-volume reference serves as an alternative to traditional marketing research methods handbooks, entirely dedicated to exploring the cutting-edge and innovative techniques and technologies revolutionizing marketing research and practice. Comprising original contributions and insightful case studies from esteemed global specialists, this handbook encompasses a wide range of pioneering methods, including:

• Methods for analyzing user- and customer-generated data, encompassing opinion mining and sentiment analysis
• The utilization of big data
• Incorporation of neuroscientific techniques and physiological measures
• Examination of voice prints
• Exploration of human-computer interaction
• Introduction of emerging approaches such as shadowing, netnographies, and ethnographies
• Bridging the traditional boundaries between qualitative and quantitative research methods

As a vital resource for market researchers in both academic and professional contexts, this book empowers readers to stay at the forefront of the field by embracing the latest advancements and methodologies.

Weight: 1140g
Dimension: 175 x 246 x 39 (mm)
ISBN-13: 9780367694319