Leading Edge Marketing Research : 21st-Century Tools and Practices
ISBN: 9781412991315 | 1412991315
Format: PaperbackPublisher: SAGE Publications, Inc
Pub. Date: 11/9/2011
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Leading-Edge Marketing Research is a book for Marketing majors or advanced Business students, marketing research academics, practitioners, and consultants, who need to master, apply, and disseminate knowledge of recent innovative developments in marketing research. Its strategic coverage is distinct from and going well beyond what is offered in traditional marketing research texts.The text opens with a chapter that focuses on where the field is at present, placing the state of marketing research in the context of current consumer, technological... MORE
| Preface | |
| Acknowledgments | |
| Challenges to Marketing Research | |
| New Roles for Marketing Researchers | |
| Quantitative Marketing Research | |
| Research Roi Analysis: a Powerful Tool for Marketers | |
| Combining Data Mines and Attitude Research | |
| The 21st Century Development of Products: Where Customer Guidance Is Taking Us | |
| Behavioral Economics: a Blu... MORE | |
| State-of-the-Science Market Segmentation: Making Results Actionable for Marketers | |
| Marketing Accountability: Understanding Performance and Drivers of Brand Success | |
| Qualitative Marketing Research | |
| Taking Qualitative Research to the Next Level | |
| Consumer Anthropology as a Framework for the Use of Ethnography in Market Research | |
| Diving Deep: Using Zmet to Unearth Insights About Unconscious Consumer Thinking | |
| Crowdsourcing and Consumer Insights | |
| Customer Motivation | |
| Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers | |
| Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? | |
| Using Empathy and Narrative to Ignite Research | |
| Standing Waves, Stasis, Contagion and Consumer Trends | |
| Marketing Research Industry Trends | |
| Mixed Methods in Marketing Research | |
| Improving a FirmâÇÖs Performance Using Advanced Analytical Insights | |
| Panel Online Survey and Research Quality | |
| Rfid in Research: Nineteen Things You Can Do with Rfid that You CouldnâÇÖt Do Before | |
| Is the Future in Their Hands? Mobile-Based Research Options and Best Practices | |
| Epilogue: The Future of Marketing Research | |
| About the Editors | |
| About the Contributors | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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