Leading edge marketing research : 21st-century tools and practices / / editors, Robert Kaden, Gerald Linda, Melvin Prince
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| Titolo: |
Leading edge marketing research : 21st-century tools and practices / / editors, Robert Kaden, Gerald Linda, Melvin Prince
|
| Pubblicazione: | Thousand Oaks, Calif., : SAGE Publications, c2012 |
| Edizione: | 1st ed. |
| Descrizione fisica: | 1 online resource (xix, 483 p.) : ill |
| Disciplina: | 658.8/3 |
| Soggetto topico: | Marketing research |
| Consumption (Economics) - Research | |
| 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 |
| ISBN: | 9781452285788 |
| 1452285780 | |
| 9781452240558 | |
| 1452240558 | |
| 9781452240718 | |
| 145224071X | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910809537003321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |