Routledge Companion to Marketing Research

<p>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. </p><p>Including original contributions and case studies from leading global specialists this handbook covers many pioneering methods such as: </p><ul> <p> </p> <li>Methods for the analysis of user- and customer-generated data including opinion mining and sentiment analysis</li> <p> </p> <li>Big data</li> <p> </p> <li>Neuroscientific techniques and physiological measures</li> <p> </p> <li>Voice prints</li> <p> </p> <li>Human–computer interaction</li> <p> </p> <li>Emerging approaches such as shadowing netnographies and ethnographies </li> </ul><p>Transcending the old divisions between qualitative and quantitative research methods this book is an essential tool for market researchers in academia and practice. </p>