Leading Edge Marketing Research: 21st-Century Tools and Practices
Editat de Robert J. Kaden, Gerald L. Linda, Melvin Princeen Limba Engleză Paperback – 9 ian 2012
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Specificații
ISBN-13: 9781412991315
ISBN-10: 1412991315
Pagini: 504
Dimensiuni: 187 x 232 x 25 mm
Greutate: 0.73 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
ISBN-10: 1412991315
Pagini: 504
Dimensiuni: 187 x 232 x 25 mm
Greutate: 0.73 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
Cuprins
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
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
Descriere
Designed for advanced business students, marketing research academics, practitioners and consultants this text provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.