Academic staff from the Institute of Business, Law and Society at St Mary’s University, Twickenham have been involved in writing and editing a new textbook The Routledge Companion to Market Research.
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new innovative methods and technologies that are transforming marketing research and practice. Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
A number of St Mary’s current and past marketing research experts have contributed to the book including Visiting Lecturer Professor Merlin Stone, Senior Lecturer in Marketing Robin Birn, Module Convenor Emmanuel Kosack, Senior Lecturer in Business Management Eleni Aravopoulou and Visiting Research Fellow Dr Geraint Evans.
Chapters include Key Issues in Managing Marketing Research and Customer Insight, Artificial Intelligence in Marketing and Marketing Research, and Smart Cities and Smart Transport - the Role of Data and Insight.
Senior Lecturer in Marketing at St Mary’s, Robin Birn said “This book brings together academics and practitioners with thought-provoking case studies. It includes research completed by St Mary's University for The Archive of Market and Social Research and is an important contribution to professional learning".
The book can be purchased online, for more information please contact Robin Birn.