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Leading edge marketing research : 21st-century tools and practices / editors, Robert Kaden, Gerald Linda, Melvin Prince. [print]

Contributor(s): Material type: TextTextPublication details: Thousand Oaks, California : SAGE Publications, [(c)2012.Description: xix, 483 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781412991315
  • 1412991315
Subject(s): LOC classification:
  • HF5415.2.L433 2012
  • HF5415.2.P956.L433 2012
Available additional physical forms:
  • COPYRIGHT NOT covered - Click this link to request copyright permission:
Contents:
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.
Item type: Circulating Book (checkout times vary with patron status) List(s) this item appears in: Cilla
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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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