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...

Contents: 1. Big data and marketing analytics -- 2. Exploratory research design -- 3. Descriptive research design -- 4. Causal research design -- 5. Other topics in research and analytics -- 6. Analytics 1: big data -- 7. Analytics 2: marketing analytics -- Index.

Purpose This paper aims to bring together the existing theory from knowledge management (KM), competitive intelligence (CI) and big data analytics to develop a more comprehensive view of the full range of intangible assets (data, information, knowledge and intelligence). By doing so, the...