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.
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भाषा अंग्रेज़ी ● स्वरूप PDF ● पेज 632 ● ISBN 9781134826797 ● संपादक Richard P. Bagozzi & Luiz Moutinho ● प्रकाशक Taylor and Francis ● प्रकाशित 2021 ● डाउनलोड करने योग्य 3 बार ● मुद्रा EUR ● आईडी 7828767 ● कॉपी सुरक्षा Adobe DRM
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