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

Content Part I: Challenges to Marketing Research Chapter 1: New Roles for Marketing Researchers Part II: Quantitative Marketing Research Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers Chapter 3: Combining Data Mines and Attitude Research Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us Howard Moskowitz, Burt Krieger Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success Part 3: Qualitative Marketing Research Chapter 8: Taking Qualitative Research to the Next Level Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research Chapter 10: Diving Deep: Using ZMET to Unearth Insights about Unconscious Consumer Thinking Chapter 11: Crowdsourcing and Consumer Insights Part 4: Customer Motivation Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? Chapter 14: Using Empathy and Narrative to Ignite Research Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends Part 5: Marketing Research Industry Trends Chapter 16: Mixed Methods in Marketing Research Mel Chapter 17: Improving a Firm’s Performance Using Advanced Analytical Insights Chapter 18: Panel Online Survey and Research Quality Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t Do Before Chapter 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices