The Routledge Companion to Marketing Research

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<P>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. </P><P>Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: </P><UL><P><LI>Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis</LI><P></P><P><LI>Big data</LI><P></P><P><LI>Neuroscientific techniques and physiological measures</LI><P></P><P><LI>Voice prints</LI><P></P><P><LI>Human¿computer interaction</LI><P></P><P><LI>Emerging approaches such as shadowing, netnographies and ethnographies </LI><P></P></UL><P>Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice. </P>