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The Routledge Companion to Marketing Research

Edited by: Len Tiu Wright , Luiz Moutinho , Merlin Stone , Richard P. Bagozzi

Print publication date:  June  2021
Online publication date:  June  2021

Print ISBN: 9781138682788
eBook ISBN: 9781315544892
Adobe ISBN:

 Cite  Marc Record

Book 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.

Table of contents

Prelims Download PDF
Chapter  1:  The evolution of marketing research Download PDF
Chapter  2:  Combining big data and marketing research to create customer insight Download PDF
Chapter  3:  Interactive marketing, customer information and marketing research Download PDF
Chapter  4:  Business models and marketing research Download PDF
Chapter  5:  Mixed-methods research Download PDF
Chapter  6:  Case studies as a research methodology Download PDF
Chapter  7:  Establishing validity and reliability in case study research projects Download PDF
Chapter  8:  Encouraging information disclosure on social media platforms in consumer marketing research Download PDF
Chapter  9:  Artificial intelligence in marketing and marketing research Download PDF
Chapter  10:  Data management and marketing research Download PDF
Chapter  11:  Deciding on and using research data Download PDF
Chapter  12:  The Archive of Market and Social Research Download PDF
Chapter  13:  Key issues in managing marketing research and customer insight Download PDF
Chapter  14:  Brain’s valuation networks and consumers’ neuroscience methods in the fuzzy front-end innovation process Download PDF
Chapter  15:  An introduction to the use of EEG in marketing research Download PDF
Chapter  16:  How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention Download PDF
Chapter  17:  The effect of voice emotion response on brand recall by gender Download PDF
Chapter  18:  Identifying the drivers of shopper attention, engagement, and purchase Download PDF
Chapter  19:  Researching older citizens and their attitudes towards smart homes Download PDF
Chapter  20:  Marketing research and customer loyalty in an Islamic banking culture in the Middle East Download PDF
Chapter  21:  Smart cities and smart transport Download PDF
Chapter  22:  Design, innovation and marketing research Download PDF
Chapter  23:  Researching the advantage of low quality in short life cycle products Download PDF
Chapter  24:  Foresight in marketing and marketing research Download PDF
Chapter  25:  Fakes and futures Download PDF
Chapter  26:  Futuring marketing research Strategy Download PDF
Chapter  27:  Further futuring in marketing research Techniques Download PDF
Chapter  28:  A practitioner’s view of customer insight Download PDF
Chapter  29:  A practitioner’s view of customer insight Download PDF
Chapter  30:  Epilogue Download PDF
Index Download PDF
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