The Routledge Companion to Marketing Research Routledge Companions in Marketing, Advertising and Communication Series

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.

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

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.