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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.|