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

ISBN:

9781452240718

9781452240558

Title:

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

Author:

Kaden, Robert J., editor.

Physical Description:

1 online resource (xx, 484 pages) : illustrations

Contents:

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.

Local Note:

eBooks on EBSCOhost

Subject Term:

Marketing research.

Consumption (Economics) -- Research.

Added Author:

Kaden, Robert J.,

Linda, Gerald,

Prince, Melvin,

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2012

Publication Information:

Thousand Oaks, Calif. :

SAGE Publications,

[2012]

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.83 23	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

Summary

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and where researchers are valued for solving weighty problems and minimizing risks. The authors offer rich, new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.