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> <p>Foreword by Jane Frost, CBE; <strong>PART I Conceptual </strong>1 The evolution of marketing research; 2 Combining big data and marketing research to create customer insight; 3 Interactive marketing, customer information and marketing research; 4 Business models and marketing research; <b>PART II Methods </b>5 Mixed-methods research: why and how to use it; 6 Case studies as a research methodology; 7 Establishing validity and reliability in case study research projects; 8 Encouraging information disclosure on social media platforms in consumer marketing research; 9 Artificial intelligence in marketing and marketing research; 10 Data management and marketing research; 11 Deciding on and using research data; 12 The Archive of Market and Social Research: looking backwards to look forwards; 13 Key issues in managing marketing research and customer insight; <b>PART III Techniques </b>14 Brain’s valuation networks and consumers’ neuroscience methods in the fuzzy front-end innovation process; 15 An introduction to the use of EEG in marketing research; 16 How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention: a mixture-amount moderated mediation model; 17 The effect of voice emotion response on brand recall by gender; 18 Identifying the drivers of shopper attention, engagement, and purchase; <b>PART IV Applications </b>19 Researching older citizens and their attitudes towards smart homes; 20 Marketing research and customer loyalty in an Islamic banking culture in the Middle East: a case study of Jordan; 21 Smart cities and smart transport – the role of data and insight; 22 Design, innovation and marketing research; 23 Researching the advantage of low quality in short life cycle products; <b>PART V Reflections and futures </b>24 Foresight in marketing and marketing research; 25 Fakes and futures; 26 Futuring marketing research – strategy; 27 Further futuring in marketing research – techniques; 28 A practitioner’s view of customer insight – past, present and future; 29 A practitioner’s view of customer insight – past, present and future; 30 Epilogue a more strategic look at the future of marketing research</p>