The Routledge Companion to Marketing Research EPUB
Edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi
Part of the Routledge Companions in Marketing, Advertising and Communication series
EPUB
Description
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.
Information
-
Download - Immediately Available
- Format:EPUB
- Pages:632 pages
- Publisher:Taylor & Francis
- Publication Date:27/06/2021
- Category:
- ISBN:9781134826865
Information
-
Download - Immediately Available
- Format:EPUB
- Pages:632 pages
- Publisher:Taylor & Francis
- Publication Date:27/06/2021
- Category:
- ISBN:9781134826865