Leading Edge Marketing Research: 21st-Century Tools and PracticesRobert J. Kaden, Gerald Linda, Melvin Prince 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. |
From inside the book
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Contents
New Roles for Marketing Researchers | 2 |
A Powerful Tool for Marketers | 28 |
How to Use Research ROI as a Decision Tool | 35 |
Combining Data Mines and Attitude Research | 50 |
Conclusion | 87 |
A Blueprint for New Aha Moments | 89 |
Take Your Mothers Advice | 125 |
Bringing It All Together | 132 |
Using Empathy and Narrative to Ignite Research | 273 |
Stasis | 287 |
Mixed Methods in Marketing Research | 300 |
Improving a Firms Performance Using Advanced | 319 |
Panel Online Survey and Research Quality | 337 |
19 Things You Can Do With | 365 |
Is the Future in Their Hands? MobileBased Research | 379 |
The Five Rs That Will Drive Mobile Adoption and Success | 389 |
Further Reading | 138 |
Understanding | 139 |
What Marketing Activities Are Supporting My Brand Long Term? | 144 |
Conclusion | 152 |
Taking Qualitative Research to the Next Level | 156 |
Variations in Traditional Qualitative Research | 159 |
Social Media as a Qualitative Research Tool | 168 |
Qualitative Research Analytic Approaches | 173 |
Consumer Anthropology as a Framework for the Use | 178 |
The Need for a New Way | 179 |
Communicating Consumer Context Through Ethnography Deliverables | 185 |
Conclusion | 193 |
Using ZMET to Unearth Insights | 195 |
Crowdsourcing and Consumer Insights | 211 |
How Marketing | 230 |
Love Affair | 252 |
The Options | 396 |
The Outlook and Future Opportunities | 408 |
The Futures of Marketing Research | 414 |
How to Compete in the Future | 424 |
Creating the Right Development Path for Your Future | 432 |
Conclusion | 438 |
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About the Editors | 478 |