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: 1-4522-8578-0; 1-4522-4055-8; 1-4522-4071-X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910809537003321
• Lo trovi qui: Univ. Federico II