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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, and business environment changes and challenges. Each subsequent section discusses different aspects of marketing research, including new marketing information systems, current qualitative and quantitative marketing research methods, techniques for understanding customer motivation, and marketing research industry trends. Each chapter will follow a consistent organization:Where applicable, a brief historical review of traditional approaches that have led the research industry to the need/opportunity for a new approachA comprehensive review reflecting the newest work in the field, and, where applicable, how it may be combined productively with earlier approachesA detailed explanation of methodologies so that a sophisticated reader could put into practice the new approach being describedReal-world examples of how the approach is being used and works, along with specific benefits the approach bringsEthical issues associated with the use of the latest methodologiesA ŰFor Further ReadingŲ section with annotations about each entry
Table of Contents
|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 Blueprint for New "Ah Ha" Moments|
|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|
|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 Firm‚«÷s Performance Using Advanced Analytical Insights|
|Panel Online Survey and Research Quality|
|Rfid in Research: Nineteen Things You Can Do with Rfid that You Couldn‚«÷t 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.|