Modelling in Consumer Psychology Keeling 2018-01-31.pdf (889.89 kB)
Contemporary approaches to modelling the consumer
Modelling is an exciting area of consumer psychology, with application to many problems and contexts. We have covered the founding principles and objectives of the modelling process, which have remained largely unchanged over the course of time. What has changed are the constant innovations in methodologies (especially analyses) and software development that keep pushing the boundaries of modelling. These developments have given rise to some interesting opportunities to work in multidisciplinary teams (especially around exploiting big data in a meaningful way) and to the opening up of new and innovative areas of research in understanding the consumer.
History
Publication status
- Published
File Version
- Accepted version
Publisher
RoutledgeExternal DOI
Pages
414.0Book title
Quantitative research methods in consumer psychology: contemporary and data driven approachesPlace of publication
New YorkISBN
9781138182721Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes