Brief Contents; Detailed Contents; Preface; Acknowledgments; PART I: Challenges to Marketing Research; 1 -- New Roles for Marketing Researchers; PART II: Quantitative Marketing Research; 2 -- Research ROI Analysis; 3 -- Combining Data Mines and Attitude Research; 4 -- The 21st Century Development of Products; 5 -- Behavioral Economics; 6 -- State-of-the-Science Market Segmentation; 7 -- Marketing Accountability; PART III: Qualitative Marketing Research; 9 -- Consumer Anthropology as a Framework for the Use of Ethnography in Market Research; 10 -- Diving Deep; 11 -- Crowdsourcing and Consumer Insights.

PART IV: Customer Motivation12 -- Understanding Consumer Emotions; 13 -- Neuroimaging and Marketing Research; 14 -- Using Empathy and Narrative to Ignite Research; 15 -- Standing Waves; PART V: Marketing Research Industry Trends; 16 -- Mixed Methods in Marketing Research; 17-Kaden-46766; 17 -- Improving a Firm's Financial Performance Using Advanced Analytical Insights; 18 -- Panel Online Survey and Research Quality; 19 -- RFID in Research; 20 -- Is the Future in Their Hands?; EPILOGUE: The Futures of Marketing Research; References; Index; About the Editors; About the Contributors.