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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.
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.
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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
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
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