ABSTRACT
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.
TABLE OF CONTENTS
part I|70 pages
Conceptual
part II|173 pages
Methods
part III|111 pages
Techniques
chapter 16|17 pages
How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention
A mixture-amount moderated mediation model
part IV|121 pages
Applications
chapter 20|24 pages
Marketing research and customer loyalty in an Islamic banking culture in the Middle East
A case study of Jordan
part V|119 pages
Reflections and futures