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The Routledge Companion to Marketing Research 2021 Edition at Meripustak

The Routledge Companion to Marketing Research 2021 Edition by Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi , Taylor & Francis Ltd

Books from same Author: Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi

Books from same Publisher: Taylor & Francis Ltd

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  • General Information  
    Author(s)Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi
    PublisherTaylor & Francis Ltd
    ISBN9781138682788
    Pages612
    BindingHardback
    LanguageEnglish
    Publish YearJune 2021

    Description

    Taylor & Francis Ltd The Routledge Companion to Marketing Research 2021 Edition by Len Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi

    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. Table of contents : - Foreword by Jane Frost, CBEPART I Conceptual1 The evolution of marketing researchMerlin Stone, Len Tiu Wright and Luiz Moutinho2 Combining big data and marketing research to create customer insightLen Tiu Wright, Merlin Stone, Robin Robin and Eleni Aravopoulou3 Interactive marketing, customer information and marketing researchMerlin Stone, Eleni Aravopoulou, Neil Woodcock, Paul Laughlin and Ryan Stott4 Business models and marketing researchBrett Parnell, Ryan Stott, Merlin Stone and Eleni AravopoulouPART II Methods5 Mixed-methods research: why and how to use itPantea Foroudi, Maria Palazzo and Merlin Stone6 Case studies as a research methodologyAbraham Joseph and Suraksha Gupta7 Establishing validity and reliability in case study research projectsSamina Sumrin and Suraksha Gupta8 Encouraging information disclosure on social media platforms in consumer marketing researchRobin Robin, Hazem Gaber and Len Tiu Wright9 Artificial intelligence in marketing and marketing researchMerlin Stone, Luiz Moutinho, Yuksel Ekinci, Ashraf Labib, Geraint Evans, Eleni Aravopoulou, Paul Laughlin, Matt Hobbs, Jon Machtynger and Liz Machtynger10 Data management and marketing researchMerlin Stone, Tony Mooney and Paul Laughlin11 Deciding on and using research dataMerlin Stone, Len Tiu Wright, Robin Birn and Luiz Moutinho12 The Archive of Market and Social Research: looking backwards to look forwardsRobin Birn, Merlin Stone, Nektarios Tzempelikos, Kaouther Kooli and Emmanuel Kosack13 Key issues in managing marketing research and customer insightRobin Birn and Merlin StonePART III Techniques14 Brain's valuation networks and consumers' neuroscience methods in the fuzzy front-end innovation processJyrki Suomala and Pekka Berg15 An introduction to the use of EEG in marketing researchReem Refai A. Mahmoud and Richard P. Bagozzi16 How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention: a mixture-amount moderated mediation modelPatrick De Pelsmacker, Nathalie Dens, Peter Goos and Leonids Aleksandrovs17 The effect of voice emotion response on brand recall by genderWan-Chen Wang, Maria Helena Pestana and Luiz Moutinho18 Identifying the drivers of shopper attention, engagement, and purchaseRaymond R. Burke and Alex LeykinPART IV Applications19 Researching older citizens and their attitudes towards smart homesMerlin Stone, Eleni Aravopoulou and Geraint Evans20 Marketing research and customer loyalty in an Islamic banking culture in the Middle East: a case study of JordanAla' Omar Dandis and Len Tiu Wright21 Smart cities and smart transport - the role of data and insightMerlin Stone, Eleni Aravopoulou, Jonathan Knapper and Geraint Evans22 Design, innovation and marketing researchJames Woudhuysen, Emmanuel Kosack and Merlin Stone23 Researching the advantage of low quality in short life cycle productsYang Sun, Helen Huifen Cai, Rui Su, Qianhui Shen and Merlin StonePART V Reflections and futures24 Foresight in marketing and marketing researchSergio Brodsky25 Fakes and futuresMerlin Stone, Eleni Aravopoulou, Geraint Evans, Esra AlDhaen and Brett Parnell26 Futuring marketing research - strategyLuiz Moutinho27 Further futuring in marketing research - techniquesLuiz Moutinho28 A practitioner's view of customer insight - past, present and futureTony Mooney29 A practitioner's view of customer insight - past, present and futurePaul Laughlin30 Epilogue a more strategic look at the future of marketing researchMerlin Stone, Len Tiu Wright and Luiz Moutinho