Leading edge marketing research : 21st-century tools and practices / editors, Robert Kaden, Gerald Linda, Melvin Prince. - Thousand Oaks, Calif. : SAGE Publications, c2012. - xix, 483 p. : ill.

Includes bibliographical references and index.

Part I: Challenges to Marketing Research -- 1: New Roles for Marketing Researchers / Ian Lewis, Simon Chadwick -- Part II: Quantitative Marketing Research -- 2: Research ROI Analysis: A Powerful Tool for Marketers / Diane Schmalensee, A. Dawn Lesh -- 3: Combining Data Mines and Attitude Research / Paul Gurwitz -- 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us / Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman -- 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments / Crawford Hollingworth -- 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers / Kevin Clancy, Ami Bowen -- 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success / William Pink, Phillip Herr, Dorothy Fitch -- Part 3: Qualitative Marketing Research -- 8: Taking Qualitative Research to the Next Level / Judith Langer, Sharon Dimoldenberg -- 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research / Jamie Gordon, Larry Irons -- 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking / Joseph Plummer, James Forr, Katje Bressette -- 11: Crowdsourcing and Consumer Insights / Robin Pentecost, Mark Spence -- Part 4: Customer Motivation -- 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers / Alastair Gordon -- 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? / Sean Green, Neil Holbert -- 14: Using Empathy and Narrative to Ignite Research / Neil Gains -- 15: Standing Waves, Stasis, Contagion and Consumer Trends / J. Walker Smith -- Part 5: Marketing Research Industry Trends -- 16: Mixed Methods in Marketing Research / Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner -- 17: Improving a Firm's Performance Using Advanced Analytical Insights / Marco Vriens, David Rogers -- 18: Panel Online Survey and Research Quality / Raymon Pettit -- 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before / Mickey Brazeal -- 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.

9781412991315 (pbk.) 1412991315 (pbk.)


Marketing research.

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