The Routledge Companion to Marketing Research
Paperback EN 2023 9780367694319Samenvatting
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.
Specificaties
Lezersrecensies
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan