Leading Edge Marketing Research : 21st-Century Tools and Practices

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  • Format: Paperback
  • Copyright: 11/9/2011
  • Publisher: SAGE Publications, Inc

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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
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 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.

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