图书简介
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 analysisBig dataNeuroscientific techniques and physiological measuresVoice printsHuman–computer interactionEmerging 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.
Foreword by Jane Frost, CBE
PART I Conceptual
1 The evolution of marketing research
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 II Methods
5 Mixed-methods research: why and how to use it
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 in consumer marketing research
Robin Robin, Hazem Gaber and Len Tiu Wright
9 Artificial 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 The Archive of Market and Social Research: looking backwards to look forwards
Robin Birn, Merlin Stone, Nektarios Tzempelikos, Kaouther Kooli and Emmanuel Kosack
13 Key issues in managing marketing research and customer insight
Robin Birn and Merlin Stone
PART III Techniques
14 Brain’s va
Trade Policy 买家须知
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