The Routledge Companion to Marketing Research (eBook, ePUB)

Redaktion: Wright, Len Tiu; Bagozzi, Richard P.; Stone, Merlin; Moutinho, Luiz

• Format: ePub

Produktbeschreibung

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.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 632
• Erscheinungstermin: 27. Juni 2021
• Englisch
• ISBN-13: 9781134826865
• Artikelnr.: 61690301

Autorenporträt

Len Tiu Wright is Editor-in-Chief of Cogent Business and Management and Emeritus Professor of Marketing at De Montfort University, UK. Luiz Moutinho is Visiting Professor of Marketing at University of Suffolk Business School, UK, and Adjunct Professor at the Graduate School of Business at University of the South Pacific, Fiji. Merlin Stone is Visiting Professor at the University of Portsmouth and St. Mary's University, UK. Richard P. Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business at the University of Michigan, USA.

Inhaltsangabe

Foreword by Jane Frost, CBE
PART I Conceptual 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
PART II Methods 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
PART III Techniques 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
PART IV Applications 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
PART V Reflections and futures 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