Leading edge marketing research : 21st-century tools and practices /: 21st-century tools and practices. (2011)

• Record Type: Book
• Further Information: Note: Editors, Robert Kaden, Gerald Linda, Melvin Prince.
• Other Names: Kaden, Robert J; Linda, Gerald; Prince, Melvin
• Contents: Preface; Acknowledgments; Part I: Challenges to Marketing Research; Chapter 1: New Roles for Marketing Researchers - Ian Lewis, Simon Chadwick; Part II: Quantitative Marketing Research; Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers - Diane Schmalensee, A. Dawn Lesh; Chapter 3: Combining Data Mines and Attitude Research - Paul Gurwitz; Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us - Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman; Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments - Crawford Hollingworth; Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers - Kevin Clancy, Ami Bowen; Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success - William Pink, Phillip Herr, Dorothy Fitch; Part 3: Qualitative Marketing Research; Chapter 8: Taking Qualitative Research to the Next Level - Judith Langer, Sharon Dimoldenberg; Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research - Jamie Gordon, Larry Irons; Chapter 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking - Joseph Plummer, James Forr, Katje Bressette; Chapter 11: Crowdsourcing and Consumer Insights - Robin Pentecost, Mark Spence; Part 4: Customer Motivation; Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers - Alastair Gordon; Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? - Sean Green, Neil Holbert; Chapter 14: Using Empathy and Narrative to Ignite Research - Neil Gains; Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends - J. Walker Smith; Part 5: Marketing Research Industry Trends; Chapter 16: Mixed Methods in Marketing Research - Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner; Chapter 17: Improving a Firm’s Performance Using Advanced Analytical Insights - Marco Vriens, David Rogers; Chapter 18: Panel Online Survey and Research Quality - Raymon Pettit; Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t Do Before - Mickey Brazeal; Chapter 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; About the Editors; About the Contributors;
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2011
• Extent: 1 online resource (504 pages)
• Subjects: 658.8/3; Marketing research
• Languages: English
• ISBNs: 9781452285788; 1452285780
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.