Leading edge marketing research : 21st-century tools and practices /
Leading edge marketing research : 21st-century tools and practices / [print]
editors, Robert Kaden, Gerald Linda, Melvin Prince.
- Thousand Oaks, California : SAGE Publications, (c)2012.
- xix, 483 pages : illustrations ; 23 cm.
Includes bibliographies and index.
Part I: Challenges to Marketing Research -- 1: New Roles for Marketing Researchers Part II: Quantitative Marketing Research -- 2: Research ROI Analysis: A Powerful Tool for Marketers 3: Combining Data Mines and Attitude Research 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success Part 3: Qualitative Marketing Research -- 8: Taking Qualitative Research to the Next Level 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking 11: Crowdsourcing and Consumer Insights Part 4: Customer Motivation -- 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? / Sean Green, Neil Holbert -- 14: Using Empathy and Narrative to Ignite Research 15: Standing Waves, Stasis, Contagion and Consumer Trends Part 5: Marketing Research Industry Trends -- 16: Mixed Methods in Marketing Research 17: Improving a Firm's Performance Using Advanced Analytical Insights 18: Panel Online Survey and Research Quality 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices Epilogue: The Future of Marketing Research Ian Lewis, Simon Chadwick -- Diane Schmalensee, A. Dawn Lesh -- Paul Gurwitz -- Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman -- Crawford Hollingworth -- Kevin Clancy, Ami Bowen -- William Pink, Phillip Herr, Dorothy Fitch -- Judith Langer, Sharon Dimoldenberg -- Jamie Gordon, Larry Irons -- Joseph Plummer, James Forr, Katje Bressette -- Robin Pentecost, Mark Spence -- Alastair Gordon -- Neil Gains -- J. Walker Smith -- Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner -- Marco Vriens, David Rogers -- Raymon Pettit -- Mickey Brazeal -- Darren Mark Noyce -- Robert Moran.
9781412991315
2011030238
015885058 Uk
Marketing research.
HF5415.P956.L433 2012 HF5415
Includes bibliographies and index.
Part I: Challenges to Marketing Research -- 1: New Roles for Marketing Researchers Part II: Quantitative Marketing Research -- 2: Research ROI Analysis: A Powerful Tool for Marketers 3: Combining Data Mines and Attitude Research 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success Part 3: Qualitative Marketing Research -- 8: Taking Qualitative Research to the Next Level 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking 11: Crowdsourcing and Consumer Insights Part 4: Customer Motivation -- 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? / Sean Green, Neil Holbert -- 14: Using Empathy and Narrative to Ignite Research 15: Standing Waves, Stasis, Contagion and Consumer Trends Part 5: Marketing Research Industry Trends -- 16: Mixed Methods in Marketing Research 17: Improving a Firm's Performance Using Advanced Analytical Insights 18: Panel Online Survey and Research Quality 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices Epilogue: The Future of Marketing Research Ian Lewis, Simon Chadwick -- Diane Schmalensee, A. Dawn Lesh -- Paul Gurwitz -- Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman -- Crawford Hollingworth -- Kevin Clancy, Ami Bowen -- William Pink, Phillip Herr, Dorothy Fitch -- Judith Langer, Sharon Dimoldenberg -- Jamie Gordon, Larry Irons -- Joseph Plummer, James Forr, Katje Bressette -- Robin Pentecost, Mark Spence -- Alastair Gordon -- Neil Gains -- J. Walker Smith -- Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner -- Marco Vriens, David Rogers -- Raymon Pettit -- Mickey Brazeal -- Darren Mark Noyce -- Robert Moran.
9781412991315
2011030238
015885058 Uk
Marketing research.
HF5415.P956.L433 2012 HF5415