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Leading edge marketing research [[electronic resource] ] : 21st-century tools and practices / / editors, Robert Kaden, Gerald Linda, Melvin Prince



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Titolo: Leading edge marketing research [[electronic resource] ] : 21st-century tools and practices / / editors, Robert Kaden, Gerald Linda, Melvin Prince Visualizza cluster
Pubblicazione: Thousand Oaks, Calif. ; ; London, : SAGE, 2012
Descrizione fisica: 1 online resource (505 p.)
Disciplina: 658.83
Soggetto topico: Marketing research
Consumption (Economics) - Research
Soggetto genere / forma: Electronic books.
Altri autori: KadenRobert J  
LindaGerald  
PrinceMelvin  
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references and index.
Nota di contenuto: 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?; EPILOGUE: The Futures of Marketing Research; References; Index; About the Editors; About the Contributors
Sommario/riassunto: 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.
Titolo autorizzato: Leading edge marketing research  Visualizza cluster
ISBN: 1-4522-4055-8
1-4522-4071-X
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910480659203321
Lo trovi qui: Univ. Federico II
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