The Routledge Companion to Marketing Research
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The Routledge Companion to Marketing Research

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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.
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Product details

  • Hardback | 600 pages
  • 174 x 246mm | 454g
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • 42 Line drawings, black and white; 29 Halftones, black and white; 83 Tables, black and white; 71 Illustrations, black and white
  • 1138682780
  • 9781138682788

Table of contents

Foreword by Jane Frost, CBE (Market Research Society)





Part A: Conceptual


1. Marketing research evolution


Merlin Stone, Len Tiu Wright and Luiz Moutinho


2. Combining big data and marketing research to create customer insight


Len Tiu Wright, Merlin Stone, Robin Robin and Eleni Aravopoulou


3. Interactive marketing, customer information and marketing research


Merlin Stone, Eleni Aravopoulou, Neil Woodcock, Paul Laughlin and Ryan Stott


4. Business models and marketing research


Brett Parnell, Ryan Stott, Merlin Stone and Eleni Aravopoulou





Part B: Methods


5. Why and how to use mixed methods research


Pantea Foroudi, Maria Palazzo and Merlin Stone


6. Case studies as a research methodology


Abraham Joseph and Suraksha Gupta


7. Establishing validity and reliability in case study research projects


Samina Sumrin and Suraksha Gupta


8. Encouraging information disclosure on social media platforms


Robin Robin, Hazem Gaber and Len Tiu Wright


9. Artifical intelligence in marketing and marketing research


Merlin Stone, Luiz Moutinho, Yuksel Ekinci, Ashraf Labib, Geraint Evans, Eleni Aravopoulou, Paul Laughlin, Matt Hobbs, Jon Machtynger and Liz Machtynger


10. Data management and marketing research


Merlin Stone, Tony Mooney and Paul Laughlin


11. Deciding on and using research data


Merlin Stone, Len Tiu Wright, Robin Birn and Luiz Moutinho


12. Archive of Market and Social Research: Looking backwards to look forwards


Robin Birn, Merlin Stone, Nektarios Tsempelikos, Kaouther Kooli and Emmanuel Kosack


13. Key issues in managing marketing research and customer insight


Robin Birn and Merlin Stone





Part C: Techniques


14. Brain's valuation networks and consumers' neuroscience methods in the fuzzy front-end innovation process


Jyrki Suomala and Pekka Berg


15. An introduction to the use of EEG in marketing research


Reem Mahmoud and Richard Bagozzi


16. How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention: a mixture-amount moderated mediation model


Patrick De Pelsmacker, Nathalie Dens, Peter Goos and Leonids Aleksandrovs


17. The effect of voice emotion response on brand recall by gender


Wan-Chen Wang, Maria Helena Pestana and Luiz Moutinho


18. Identifying the drivers of shopper attention, engagement and purchase


Raymond R. Burke and Alex Leykin





Part D: Applications


19. Researching older citizens and their attitudes towards smart homes


Merlin Stone, Eleni Aravopoulou and Geraint Evans


20. Marketing research and customer loyalty in an Islamic banking culture in the Middle East: a case study of Jordan


Ala'Omar Dandis and Len Tiu Wright


21. Smart cities and smart transport: the role of data and insight


Merlin Stone, Eleni Aravopoulou, Jonathan Knapper and Geraint Evans


22. Design, innovation and marketing research


James Woudhuysen, Emmanuel Kosack and Merlin Stone


23. Advantage of low quality in short life cycle products


Yang Sun, Helen Cai, Rui Su, Qianhui Shen and Merlin Stone





Part E: Reflections and Futures


24. Futurology in market research


Sergio Brodsky


25. Marketing research: fakes and futures


Merlin Stone, Eleni Aravopoulou, Ashraf Labib, Yuksel Ekinci, Liz Machtynger, John Machtynger, Geraint Evans, Paul Laughlin and Matt Hobbs


26. Futuring on marketing research: Strategy


Luiz Moutinho


27. Futuring on marketing research: Techniques


Luiz Moutinho


28. A Practitioner's View of Customer Insight: Past, Present and Future


Tony Mooney


29. A Practitioner's View of Customer Insight: Past, Present and Future


Paul Laughlin


30. Epilogue: a more strategic look at the future of marketing research


Merlin Stone, Len Tiu Wright and Luiz Moutinho
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About Len Tiu Wright

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 Adjust 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, both based in the UK, and Professor and Research Director at Apsley Business School, 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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