1st Edition
The Routledge Companion to Marketing Research
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
Biography
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.
