The Routledge Companion to Marketing Research by Len Tiu Wrig... - 9781138682788

Taylor & Francis

The Routledge Companion to Marketing ResearchAuthor(s): Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138682788, 978-1138682788\nSynopsis\nThis 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. \n\nIncluding original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: \n\nMethods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis\n\nBig data\n\nNeuroscientific techniques and physiological measures\n\nVoice prints\n\nHumancomputer interaction\n\nEmerging approaches such as shadowing, netnographies and ethnographies \n\nTranscending the old divisions between qualitative and qu.