TY  - BOOK
AU  - Kaden,Robert J.
AU  - Linda,Gerald
AU  - Prince,Melvin
TI  - Leading edge marketing research: 21st-century tools and practices 
SN  - 9781412991315
AV  - HF5415.P956.L433 2012 
PY  - 2012///
CY  - Thousand Oaks, California
PB  - SAGE Publications
KW  - Marketing research
N1  - 2; Part I: Challenges to Marketing Research --; 1: New Roles for Marketing Researchers; Ian Lewis, Simon Chadwick --; Part II: Quantitative Marketing Research --; 2: Research ROI Analysis: A Powerful Tool for Marketers; Diane Schmalensee, A. Dawn Lesh --; 3: Combining Data Mines and Attitude Research; Paul Gurwitz --; 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us; Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman --; 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments; Crawford Hollingworth --; 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers; Kevin Clancy, Ami Bowen --; 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success; William Pink, Phillip Herr, Dorothy Fitch --; Part 3: Qualitative Marketing Research --; 8: Taking Qualitative Research to the Next Level; Judith Langer, Sharon Dimoldenberg --; 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research; Jamie Gordon, Larry Irons --; 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking; Joseph Plummer, James Forr, Katje Bressette --; 11: Crowdsourcing and Consumer Insights; Robin Pentecost, Mark Spence --; Part 4: Customer Motivation --; 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers; Alastair Gordon --; 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? / Sean Green, Neil Holbert --; 14: Using Empathy and Narrative to Ignite Research; Neil Gains --; 15: Standing Waves, Stasis, Contagion and Consumer Trends; J. Walker Smith --; Part 5: Marketing Research Industry Trends --; 16: Mixed Methods in Marketing Research; Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner --; 17: Improving a Firm's Performance Using Advanced Analytical Insights; Marco Vriens, David Rogers --; 18: Panel Online Survey and Research Quality; Raymon Pettit --; 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before; Mickey Brazeal --; 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices; Darren Mark Noyce --; Epilogue: The Future of Marketing Research; Robert Moran; 2
ER  -