We are delighted to announce that the comprehensive “The Routledge Companion to Marketing Research” was published on 28th June.
Paul Laughlin is one of the contributing authors within this curated collection of both the latest research and hands-on commercial experience. The collection is focused on how research for marketing has developed to meet the needs of today’s organisations.
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 such 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.
Paul (founder of Laughlin Consultancy & host of the Customer Insight Leader podcast) contributed to these chapters:
- Chapter 3: Interactive marketing, customer information and marketing research (with Merlin Stone, Eleni Aravopoulou, Neil Woodcock & Ryan Stott)
- Chapter 9: Artificial intelligence in marketing and marketing research (with Merlin Stone, Luiz Moutinho, Yuksel Ekinci, Ashraf Labib, Geraint Evans, Eleni Aravopoulou, Matt Hobbs, Jon Machtynger & Liz Machtynger)
- Chapter 10: Data management and marketing research (with Merlin Stone & Tony Mooney)
- Chapter 29: A practitioner’s view of customer insight – past, present and future (chapter author)
We heartily recommend this textbook to both students and practitioners. With contributions from a wealth of leading academics and experienced commercial practitioners, it enables the reader to understand best practice and prepare for the future.
This brand new textbook for the field is available in leading booksellers from the 28th June 2021. For further details, here is the summary on publisher’s website: