Big data in marketing research and analytics /
Big data and marketing analytics are concepts of increasing interest in a number of industries and a number of applications. The terms are used frequently in the business press but not always with a full understanding of the actual meaning or full implications. This entry covers some more precise de...
| Main Author: | |
|---|---|
| Other Authors: | , , , , |
| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd.,
2020.
|
| Series: | Digital and media research.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Big data and marketing analytics are concepts of increasing interest in a number of industries and a number of applications. The terms are used frequently in the business press but not always with a full understanding of the actual meaning or full implications. This entry covers some more precise definitions of terms, what those mean in marketing practice, and how they impact marketing research practice across exploratory, descriptive, and causal research designs. |
|---|---|
| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529746785 1529746787 9781526421036 1526421038 |