The Routledge companion to marketing research:
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2021
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| Schriftenreihe: | Routledge companions
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | xix, 611 Seiten Illustrationen, Diagramme |
| ISBN: | 9781138682788 9780367694319 |
Internformat
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Datensatz im Suchindex
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| adam_text | CONTENTS Contributors Foreword Jane Frost Editors’ introduction ix xvii xviii PARTI Conceptual 1 1 The evolution of marketing research 3 Merlin Stone, Len Tiu Wright and Luiz Moutinho 2 Combining big data and marketing research to create customer insight 21 Len Tiu Wright, Merlin Stone, Robin Robin and Eleni Aravopoulou 3 Interactive marketing, customer information and marketing research 38 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 55 PART II Methods 71 5 Mixed-methods research: why and how to use it Pantea Foroudi, Maria Palazzo and Merlin Stone v 73
Contents 6 Case studies as a research methodology 107 Abraham Joseph and Suraksha Gupta 1 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 119 132 Robin Robin, Hazem Gaber and Len Tiu Wright 9 Artificial intelligence in marketing and marketing research 147 Merlin Stone, Luiz Moutinho, Yüksel Ekinci, Ashraf Läbib, Geraint Evans, Eleni Aravopoulou, Paul Laughlin, Matt Hobbs, Jon Machtynger and Liz Machtynger 10 Data management and marketing research 164 Merlin Stone, Tony Mooney and Paul Laughlin 11 Deciding on and using research data 186 Merlin Stone, Len Tiu Wright, Robin Birn and Luiz Moutinho 12 The Archive of Market and Social Research: looking backwards to look forwards 206 Robin Birn, Merlin Stone, Nektarios Tzempelikos, Kaouther Kooli and Emmanuel Kosack 13 Key issues in managing marketing research andcustomer insight 219 Robin Birn and Merlin Stone PART III Techniques 245 14 Brain’s valuation networks and consumers’ neuroscience methods in the fuzzy front-end innovation process 247 Jyrki Suomala and Pekka Berg 15 An introduction to the use of EEG in marketing research 258 Reem Refai A. Mahmoud and Richard P. Bagozzi 16 How brand interest mediates the relationship between cross-media investments and word-of-mouth and purchase intention: a mixtureamount moderated mediation model Patrick De Pelsmacker, Nathalie Dens, Peter Goos and Leonids Aleksandrovs vi 289
Contents 17 The effect of voice emotion response on brand recall by gender 306 Wan-Chen Wang, Maria Helena Pestana and Luiz Moutinho 18 Identifying the drivers of shopper attention, engagement, and purchase 319 Raymond R. Burke and Alex Leykin PART IV Applications 357 19 Researching older citizens and their attitudes towards smart homes 359 Merlin Stone, Eleni Aravopoulou and Geraint Evans 20 Marketing research and customer loyalty in an Islamic banking culture in the Middle East: a case study ofJordan 377 Ala’ Omar Dandis and Len Tiu Wright 21 Smart cities and smart transport: the role of data and insight 401 Merlin Stone, Eleni Aravopoulou, Jonathan Knapper and Geraint Evans 22 Design, innovation and marketing research 428 James Woudhuysen, Emmanuel Kosack and Merlin Stone 23 Researching the advantage of low quality in short life cycle products 459 Yang Sun, Helen Huifen Cai, Rui Su, Qianhuí Shen and Merlin Stone PART V Reflections and futures 479 24 Foresight in marketing and marketing research 481 Sergio Brodsky 25 Fakes and futures 509 Merlin Stone, Eleni Aravopoulou, Geraint Evans, Esra AlDhaen and Brett Parnell 26 Futuring marketing research strategy 522 Luiz Moutinho 27 Further futuring in marketing research techniques 540 Luiz Moutinho 28 A practitioner’s view of customer insight: past, present and future Tony Mooney vii 552
Contents 29 A practitioner’s view of customer insight: past, present and future Paul Laughlin 30 Epilogue: a more strategic look at the future of marketing research Merlin Stone, Len Tiu Wright and Luiz Moutinho
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. 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 R Bagozzi is Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business at the University of Michigan, USA.
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| discipline | Wirtschaftswissenschaften |
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| language | English |
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| spelling | The Routledge companion to marketing research edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone and Richard P. Bagozzi London ; New York Routledge, Taylor & Francis Group 2021 xix, 611 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Routledge companions Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Methode (DE-588)4038971-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marktforschung (DE-588)4037630-8 s Marketingforschung (DE-588)4200055-5 s Methode (DE-588)4038971-6 s b DE-604 Wright, Len Tiu (DE-588)1017545227 edt win aut Moutinho, Luiz 1949- (DE-588)131450204 edt win aut Stone, Merlin 1948- (DE-588)170624684 edt win aut Bagozzi, Richard P. 1946- (DE-588)170226360 edt win aut Erscheint auch als Online-Ausgabe 978-1-315-54489-2 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030663433&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030663433&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Wright, Len Tiu Moutinho, Luiz 1949- Stone, Merlin 1948- Bagozzi, Richard P. 1946- The Routledge companion to marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd Methode (DE-588)4038971-6 gnd |
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| title | The Routledge companion to marketing research |
| title_auth | The Routledge companion to marketing research |
| title_exact_search | The Routledge companion to marketing research |
| title_full | The Routledge companion to marketing research edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone and Richard P. Bagozzi |
| title_fullStr | The Routledge companion to marketing research edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone and Richard P. Bagozzi |
| title_full_unstemmed | The Routledge companion to marketing research edited by Len Tiu Wright, Luiz Moutinho, Merlin Stone and Richard P. Bagozzi |
| title_short | The Routledge companion to marketing research |
| title_sort | the routledge companion to marketing research |
| topic | Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd Methode (DE-588)4038971-6 gnd |
| topic_facet | Marketingforschung Marktforschung Methode Aufsatzsammlung |
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