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

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.