The Routledge companion to marketing research / edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone and Richard P. Bagozzi.
| Other author | Wright, Len Tiu. |
| Other author | Moutinho, Luiz. |
| Other author | Stone, Merlin, 1948- |
| Format | Electronic |
| Publication Info | New York : Routledge, 2021. |
| Description | pages cm |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Series | Routledge companions in business, management and accounting |
| Abstract | "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. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2020054947 |
| ISBN | 9781138682788 (hardback) |
| ISBN | (ebook) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | ✔ Available |