Name: The Routledge Companion to Marketing Research
Price: 360.72 EUR
Availability: InStock
Author: Wright, Len Tiu ; Moutinho, Luiz ; Stone, Merlin
ISBN: 9781138682788

portada The Routledge Companion to Marketing Research

The Routledge Companion to Marketing Research

Type

Physical Book

Publisher

Routledge

Author

Wright, Len Tiu ; Moutinho, Luiz ; Stone, Merlin

Language

English

Pages

612

Format

Hardcover

ISBN13

9781138682788

Edition No.

Synopsis "The Routledge Companion to Marketing Research"

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.

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The Routledge Companion to Marketing Research - Wright, Len Tiu ; Moutinho, Luiz ; Stone, Merlin

Synopsis "The Routledge Companion to Marketing Research"

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