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Leading edge marketing research : 21st-century tools and practices / editors, Robert Kaden, Gerald Linda, Melvin Prince.
Publication details: Thousand Oaks, Calif. : SAGE Publications, c2012.Description: xix, 483 p. : ill. ; 23 cmISBN:- 9781412991315 (pbk.) :
- 1412991315 (pbk.) :
- HF5415.2 .L383 2012
Contents:
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
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
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American University in Dubai | American University in Dubai | Main Collection | HF 5415.2 .L383 2012 (Browse shelf(Opens below)) | Available | 5088326 |
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
Includes bibliographical references and index.
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