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English
Routledge
09 January 2023
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.
Edited by:   , , , ,
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 246mm,  Width: 174mm, 
Weight:   1.170kg
ISBN:   9780367694319
ISBN 10:   036769431X
Series:   Routledge Companions in Marketing, Advertising and Communication
Pages:   612
Publication Date:  
Audience:   College/higher education ,  Primary
Format:   Paperback
Publisher's Status:   Active

Len Tiu Wright is Editor-in-Chief of Cogent Business and Management and Emeritus Professor of Marketing at De Montfort University, UK. Luiz Moutinho is Visiting Professor of Marketing at University of Suffolk Business School, UK, and Adjunct Professor at the Graduate School of Business at University of the South Pacific, Fiji. Merlin Stone is Visiting Professor at the University of Portsmouth and St. Mary’s University, UK. Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business at the University of Michigan, USA.

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