1st Edition

The Routledge Companion to Marketing Research

    632 Pages 71 B/W Illustrations
    by Routledge

    632 Pages 71 B/W Illustrations
    by Routledge

    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

    Merlin Stone, Len Tiu Wright and Luiz Moutinho

    2 Combining big data and marketing research to create customer insight

    Len Tiu Wright, Merlin Stone, Robin Robin and Eleni Aravopoulou

    3 Interactive marketing, customer information and marketing research

    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

    PART II Methods

    5 Mixed-methods research: why and how to use it

    Pantea Foroudi, Maria Palazzo and Merlin Stone

    6 Case studies as a research methodology

    Abraham Joseph and Suraksha Gupta

    7 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

    Robin Robin, Hazem Gaber and Len Tiu Wright

    9 Artificial intelligence in marketing and marketing research

    Merlin Stone, Luiz Moutinho, Yuksel Ekinci, Ashraf Labib, Geraint Evans, Eleni Aravopoulou, Paul Laughlin, Matt Hobbs, Jon Machtynger and Liz Machtynger

    10 Data management and marketing research

    Merlin Stone, Tony Mooney and Paul Laughlin

    11 Deciding on and using research data

    Merlin Stone, Len Tiu Wright, Robin Birn and Luiz Moutinho

    12 The Archive of Market and Social Research: looking backwards to look forwards

    Robin Birn, Merlin Stone, Nektarios Tzempelikos, Kaouther Kooli and Emmanuel Kosack

    13 Key issues in managing marketing research and customer insight

    Robin Birn and Merlin Stone

    PART III Techniques

    14 Brain’s valuation networks and consumers’ neuroscience methods in the fuzzy front-end innovation process

    Jyrki Suomala and Pekka Berg

    15 An introduction to the use of EEG in marketing research

    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 mixture-amount moderated mediation model

    Patrick De Pelsmacker, Nathalie Dens, Peter Goos and Leonids Aleksandrovs

    17 The effect of voice emotion response on brand recall by gender

    Wan-Chen Wang, Maria Helena Pestana and Luiz Moutinho

    18 Identifying the drivers of shopper attention, engagement, and purchase

    Raymond R. Burke and Alex Leykin

    PART IV Applications

    19 Researching older citizens and their attitudes towards smart homes

    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 of Jordan

    Ala’ Omar Dandis and Len Tiu Wright

    21 Smart cities and smart transport – the role of data and insight

    Merlin Stone, Eleni Aravopoulou, Jonathan Knapper and Geraint Evans

    22 Design, innovation and marketing research

    James Woudhuysen, Emmanuel Kosack and Merlin Stone

    23 Researching the advantage of low quality in short life cycle products

    Yang Sun, Helen Huifen Cai, Rui Su, Qianhui Shen and Merlin Stone

    PART V Reflections and futures

    24 Foresight in marketing and marketing research

    Sérgio Brodsky

    25 Fakes and futures

    Merlin Stone, Eleni Aravopoulou, Geraint Evans, Esra AlDhaen and Brett Parnell

    26 Futuring marketing research – strategy

    Luiz Moutinho

    27 Further futuring in marketing research – techniques

    Luiz Moutinho

    28 A practitioner’s view of customer insight – past, present and future

    Tony Mooney

    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


    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.