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Record Nr. |
UNINA9910480659203321 |
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Titolo |
Leading edge marketing research [[electronic resource] ] : 21st-century tools and practices / / editors, Robert Kaden, Gerald Linda, Melvin Prince |
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Pubbl/distr/stampa |
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Thousand Oaks, Calif. ; ; London, : SAGE, 2012 |
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ISBN |
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1-4522-4055-8 |
1-4522-4071-X |
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Descrizione fisica |
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1 online resource (505 p.) |
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Altri autori (Persone) |
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KadenRobert J |
LindaGerald |
PrinceMelvin |
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Disciplina |
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Soggetti |
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Marketing research |
Consumption (Economics) - Research |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Brief Contents; Detailed Contents; Preface; Acknowledgments; PART I: Challenges to Marketing Research; 1 - New Roles for Marketing Researchers; PART II: Quantitative Marketing Research; 2 - Research ROI Analysis; 3 - Combining Data Mines and Attitude Research; 4 - The 21st Century Development of Products; 5 - Behavioral Economics; 6 - State-of-the-Science Market Segmentation; 7 - Marketing Accountability; PART III: Qualitative Marketing Research; 9 - Consumer Anthropology as a Framework for the Use of Ethnography in Market Research; 10 - Diving Deep; 11 - Crowdsourcing and Consumer Insights |
PART IV: Customer Motivation12 - Understanding Consumer Emotions; 13 - Neuroimaging and Marketing Research; 14 - Using Empathy and Narrative to Ignite Research; 15 - Standing Waves; PART V: Marketing Research Industry Trends; 16 - Mixed Methods in Marketing Research; 17-Kaden-46766; 17 - Improving a Firm's Financial Performance Using Advanced Analytical Insights; 18 - Panel Online Survey and Research Quality; 19 - RFID in Research; 20 - Is the Future in Their Hands?; |
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EPILOGUE: The Futures of Marketing Research; References; Index; About the Editors; About the Contributors |
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Sommario/riassunto |
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Designed for advanced business students, marketing research academics, practitioners and consultants, this text provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research. |
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