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" Leading edge marketing research : "
editors, Robert Kaden, Gerald Linda, Melvin Prince.
Document Type
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BL
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Record Number
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845345
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Title & Author
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Leading edge marketing research : : 21st-century tools and practices /\ editors, Robert Kaden, Gerald Linda, Melvin Prince.
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Publication Statement
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Thousand Oaks, Calif. :: SAGE Publications,, [2012]
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, ©2012
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Page. NO
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1 online resource (xx, 484 pages) :: illustrations
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ISBN
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1452240558
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: 145224071X
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: 9781452240558
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: 9781452240718
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1412991315
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9781412991315
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Bibliographies/Indexes
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Includes bibliographical references and index.
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Contents
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Brief Contents; Detailed Contents; Preface; Acknowledgments; PART I: Challenges to Marketing Research; 1 -- New Roles for Marketing Researchers; PART II: Quantitative Marketing Research; 2 -- Research ROI Analysis; 3 -- Combining Data Mines and Attitude Research; 4 -- The 21st Century Development of Products; 5 -- Behavioral Economics; 6 -- State-of-the-Science Market Segmentation; 7 -- Marketing Accountability; PART III: Qualitative Marketing Research; 9 -- Consumer Anthropology as a Framework for the Use of Ethnography in Market Research; 10 -- Diving Deep; 11 -- Crowdsourcing and Consumer Insights.
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PART IV: Customer Motivation12 -- Understanding Consumer Emotions; 13 -- Neuroimaging and Marketing Research; 14 -- Using Empathy and Narrative to Ignite Research; 15 -- Standing Waves; PART V: Marketing Research Industry Trends; 16 -- Mixed Methods in Marketing Research; 17-Kaden-46766; 17 -- Improving a Firm's Financial Performance Using Advanced Analytical Insights; 18 -- Panel Online Survey and Research Quality; 19 -- RFID in Research; 20 -- Is the Future in Their Hands?; EPILOGUE: The Futures of Marketing Research; References; Index; About the Editors; About the Contributors.
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Abstract
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This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavior.
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Designed for advanced business students, marketing research academics, practitioners and consultants, this text provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
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Subject
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Consumption (Economics)-- Research.
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Subject
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Marketing research.
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Subject
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BUSINESS ECONOMICS-- Marketing-- Research.
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Subject
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Consumption (Economics)-- Research.
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Subject
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Marketing research.
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Dewey Classification
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658.8/3
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LC Classification
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HF5415.2.L383 2012eb
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Added Entry
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Kaden, Robert J.
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Linda, Gerald
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Prince, Melvin
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