The Routledge Companion to Marketing Research

Book Details

Format Paperback / Softback

Book Series Routledge Companions in Marketing, Advertising and Communication

ISBN-10 036769431X

ISBN-13 9780367694319

Publisher Taylor & Francis Ltd

Imprint Routledge

Country of Manufacture GB

Country of Publication GB

Publication Date Jan 9th, 2023

Print length 612 Pages

Weight 1,140 grams

Dimensions 17.50 x 24.60 x 3.90 cms

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Ksh 9,450.00

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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.

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.

Get The Routledge Companion to Marketing Research by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Taylor & Francis Ltd and it has pages.