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Leading Edge Marketing Research
21st-Century Tools and Practices
Edited by:
- Robert J. Kaden - The Kaden Company
- Gerald Linda - Gerald Linda & Associates
- Melvin Prince - Southern Connecticut State University, USA
Other Titles in:
Critical Marketing | Marketing Research | Research Methods for Business & Management (General)
Critical Marketing | Marketing Research | Research Methods for Business & Management (General)
January 2012 | 504 pages | SAGE Publications, Inc
Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Part I: Challenges to Marketing Research
Ian Lewis, Simon Chadwick
Chapter 1: New Roles for Marketing Researchers
Part II: Quantitative Marketing Research
Diane Schmalensee, A. Dawn Lesh
Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers
Paul Gurwitz
Chapter 3: Combining Data Mines and Attitude Research
Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman
Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us
Crawford Hollingworth
Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments
Kevin Clancy, Ami Bowen
Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers
William Pink, Phillip Herr, Dorothy Fitch
Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success
Part 3: Qualitative Marketing Research
Judith Langer, Sharon Dimoldenberg
Chapter 8: Taking Qualitative Research to the Next Level
Jamie Gordon, Larry Irons
Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research
Joseph Plummer, James Forr, Katje Bressette
Chapter 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking
Robin Pentecost, Mark Spence
Chapter 11: Crowdsourcing and Consumer Insights
Part 4: Customer Motivation
Alastair Gordon
Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers
Sean Green, Neil Holbert
Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage?
Neil Gains
Chapter 14: Using Empathy and Narrative to Ignite Research
J. Walker Smith
Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends
Part 5: Marketing Research Industry Trends
Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner
Chapter 16: Mixed Methods in Marketing Research
Marco Vriens, David Rogers
Chapter 17: Improving a Firm’s Performance Using Advanced Analytical Insights
Raymon Pettit
Chapter 18: Panel Online Survey and Research Quality
Mickey Brazeal
Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t Do Before
Darren Mark Noyce
Chapter 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices
Robert Moran
Epilogue: The Future of Marketing Research
This is a good ancillary book that gives students an idea about where research is heading.
Marketing Communication Dept, Emerson College
October 13, 2012
Comprehensive updated material
Graduate School, Johnson & Wales University
August 27, 2012
This is an excellent book, but I thought it would be overwhelming for my undergrads. Definitely a masters level text.
Economics Business Admin Dept, McPherson College
March 16, 2012
Sample Materials & Chapters
Chapter 1: New Roles for Marketing Researchers
Epilogue: The Futures of Marketing Research
