Leading edge marketing research : 21st-century tools and practices / editors, Robert Kaden, Gerald Linda, Melvin Prince. [print]
Material type: TextPublication details: Thousand Oaks, California : SAGE Publications, [(c)2012.Description: xix, 483 pages : illustrations ; 23 cmContent type:- text
- unmediated
- volume
- 9781412991315
- 1412991315
- HF5415.2.L433 2012
- HF5415.2.P956.L433 2012
- COPYRIGHT NOT covered - Click this link to request copyright permission:
Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Circulating Book (checkout times vary with patron status) | G. Allen Fleece Library Circulating Collection - First Floor | Non-fiction | HF5415.2.L383 2012 (Browse shelf(Opens below)) | Available | 31923001844469 |
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.
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