03099nam 2200565 a 450 991077949740332120161219111502.01-4522-8578-01-4522-4055-81-4522-4071-X(CKB)2550000000107890(EBL)1016393(OCoLC)811503480(SSID)ssj0000705375(PQKBManifestationID)12331346(PQKBTitleCode)TC0000705375(PQKBWorkID)10620553(PQKB)11102798(MiAaPQ)EBC1016393(OCoLC)808344301(StDuBDS)EDZ0000085664(EXLCZ)99255000000010789020120522d2012 fy 0engur|||||||||||txtccrLeading edge marketing research[electronic resource] 21st-century tools and practices /editors, Robert Kaden, Gerald Linda, Melvin PrinceThousand Oaks, Calif. ;London SAGE20121 online resource (xix, 483 p.) illDescription based upon print version of record.1-322-30807-1 1-4129-9131-5 Includes bibliographical references and index.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 InsightsPART 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?; EPILOGUE: The Futures of Marketing Research; References; Index; About the Editors; About the ContributorsDesigned 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.Marketing researchMarketing research.658.83Kaden Robert J1533501Linda Gerald1533502Prince Melvin871706StDuBDSStDuBDSBOOK9910779497403321Leading edge marketing research3780529UNINA