You are in North America
Leading Edge Marketing Research
21st-Century Tools and Practices
| Robert J. Kaden | The Kaden Company |
| Gerald Linda | Gerald Linda & Associates |
| Melvin Prince | Southern Connecticut State University |
| © 2012 | 504 pages | SAGE Publications, Inc |
| Instructors | ||||
| Complimentary Review Copy | ||||
| Individual Purchasers | ||||
| Paperback | ISBN: | 9781412991315 | $51.00 | |
| 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 |
Leading Edge Marketing Research
21st-Century Tools and Practices
| Robert J. Kaden | The Kaden Company |
| Gerald Linda | Gerald Linda & Associates |
| Melvin Prince | Southern Connecticut State University |
| © 2012 | 504 pages | SAGE Publications, Inc |
Available Formats
| ISBN: 9781412991315 | Paperback | Suggested Retail Price: $51.00 | Bookstore Price: $40.80 |
About This Title
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.
Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email sageheoa@sagepub.com. Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html.
We hope you'll consider this SAGE text. Email us at info@sagepub.com, or click here to find your SAGE rep.
SAGE
2455 Teller Road
Thousand Oaks, CA 91320
www.sagepub.com
