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

By:

Kaden, Robert J

Contributor(s):

Material type: Text

TextPublication details: California Sage Publication, Inc 2011Description: 481pISBN:

9781412991315

Subject(s):

Marketing Research

DDC classification:

658.83 KAD

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.83 KAD (Browse shelf(Opens below))	Available		M0027933

Total holds: 0

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Previous	658.83 JAR The Marketing Research: Project Manual	658.83 JOA Interviewing Group and Individuals in Qualitative Market Research	658.83 KAD Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money	658.83 KAD Leading Edge Marketing Research: 21st-Century Tools and Practices	658.83 KAD More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way and Effectively Using the Answer to Make More Money	658.83 KAP Understanding Buying Behaviour of Indian Families	658.83 KEN Marketing Research in Action	Next

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

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