New Methods of Market Research and Analysis

g·斯科特•埃里克森教授of Marketing, School of Business, Ithaca College, US

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.

‘This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from “Mad Men-esque” focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson’s use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.’
– Charles R. Christian, former Director of Employee Analytics, Johnson & Johnson