This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.
Author(s): Robert J Kaden, Gerald Linda, Melvin Prince
Publisher: SAGE Publications
Year: 2012
Language: English
Pages: 505
Tags: Marketing Research
Cover
......Page 0
Brief Contents......Page 6
Detailed Contents......Page 8
Preface......Page 16
Acknowledgments......Page 19
PART I: Challenges to Marketing Research......Page 22
1 - New Roles for Marketing Researchers......Page 23
PART II: Quantitative Marketing Research......Page 48
2 - Research ROI Analysis......Page 49
3 - Combining Data Mines and Attitude Research......Page 71
4 - The 21st Century Development of Products......Page 92
5 - Behavioral Economics......Page 110
6 - State-of-the-Science Market Segmentation......Page 140
7 - Marketing Accountability......Page 160
PART III: Qualitative Marketing Research......Page 176
9 - Consumer Anthropology as a Framework for the Use of Ethnography in Market Research......Page 199
10 - Diving Deep......Page 216
11
- Crowdsourcing and Consumer Insights......Page 232
PART IV: Customer Motivation......Page 250
12 - Understanding Consumer Emotions......Page 251
13 - Neuroimaging and Marketing Research......Page 273
14 - Using Empathy and Narrative to Ignite Research......Page 294
15 - Standing Waves......Page 308
PART V: Marketing Research Industry Trends......Page 320
16 - Mixed Methods in Marketing Research......Page 321
17 - Improving a Firm’s Financial Performance Using Advanced Analytical Insights......Page 340
18
- Panel Online Survey and Research Quality......Page 358
19 - RFID in Research......Page 386
20 - Is the Future in Their Hands?......Page 400
EPILOGUE: The Futures of Marketing Research......Page 435
References......Page 461
Index......Page 478
About the Editors......Page 499
About the Contributors......Page 501
