The Routledge companion to marketing research / editors, Len Tiu Wright [et al.]

Format:

Book

Contributor:

Wright, Len Tiu, editor.

Series:

Routledge Companions in Business, Management and Marketing.

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource (633 pages)

Edition:

1st ed.

Place of Publication:

London : Routledge, [2021]

Summary:

"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"-- Provided by publisher.

Contents:

Cover

Half Title

Title

Copyright

Contents

Contributors

Foreword

Editors' introduction

Part I Conceptual

1 The evolution of marketing research

2 Combining big data and marketing research to create customer insight

3 Interactive marketing, customer information and marketing research

4 Business models and marketing research

Part II Methods

5 Mixed-methods research: why and how to use it

6 Case studies as a research methodology

7 Establishing validity and reliability in case study research projects

8 Encouraging information disclosure on social media platforms in consumer marketing research

9 Artificial intelligence in marketing and marketing research

10 Data management and marketing research

11 Deciding on and using research data

12 The Archive of Market and Social Research: looking backwards to look forwards

13 Key issues in managing marketing research and customer insight

Part III Techniques

14 Brain's valuation networks and consumers' neuroscience methods in the fuzzy front-end innovation process

15 An introduction to the use of EEG in marketing research

16 How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention: a mixture-amount moderated mediation model

17 The effect of voice emotion response on brand recall by gender

18 Identifying the drivers of shopper attention, engagement, and purchase

Part IV Applications

19 Researching older citizens and their attitudes towards smart homes

20 Marketing research and customer loyalty in an Islamic banking culture in the Middle East: a case study of Jordan

21 Smart cities and smart transport: the role of data and insight

22 Design, innovation and marketing research

23 Researching the advantage of low quality in short life cycle products.

Part V Reflections and futures

24 Foresight in marketing and marketing research

25 Fakes and futures

26 Futuring marketing research strategy

27 Further futuring in marketing research techniques

28 A practitioner's view of customer insight: past, present and future

29 A practitioner's view of customer insight: past, present and future

30 Epilogue: a more strategic look at the future of marketing research

Index.

Notes:

Description based on print version record.

ISBN:

1-315-54489-X

1-134-82686-9

9781315544892

OCLC:

1250089230