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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
Subject(s): LOC classification:
  • HF5415.P956.L433 2012
  • HF5415
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Circulating Book (checkout times vary with patron status) Circulating Book (checkout times vary with patron status) G. Allen Fleece Library CIRCULATING COLLECTION Non-fiction HF5415.2.L383 2012 (Browse shelf(Opens below)) Available 31923001844469

Includes bibliographies and index.

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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