Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Preface Acknowledgments Part I: Challenges to Marketing Research Chapter 1: New Roles for Marketing Researchers - Ian Lewis, Simon Chadwick Part II: Quantitative Marketing Research Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers - Diane Schmalensee, A. Dawn Lesh Chapter 3: Combining Data Mines and Attitude Research - Paul Gurwitz Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us - Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments - Crawford Hollingworth Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers - Kevin Clancy, Ami Bowen Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success - William Pink, Phillip Herr, Dorothy Fitch Part 3: Qualitative Marketing Research Chapter 8: Taking Qualitative Research to the Next Level - Judith Langer, Sharon Dimoldenberg Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research - Jamie Gordon, Larry Irons Chapter 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking - Joseph Plummer, James Forr, Katje Bressette Chapter 11: Crowdsourcing and Consumer Insights - Robin Pentecost, Mark Spence Part 4: Customer Motivation Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers - Alastair Gordon Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? - Sean Green, Neil Holbert Chapter 14: Using Empathy and Narrative to Ignite Research - Neil Gains Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends - J. Walker Smith Part 5: Marketing Research Industry Trends Chapter 16: Mixed Methods in Marketing Research - Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner Chapter 17: Improving a Firm's Performance Using Advanced Analytical Insights - Marco Vriens, David Rogers Chapter 18: Panel Online Survey and Research Quality - Raymon Pettit Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before - Mickey Brazeal Chapter 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices - Darren Mark Noyce Epilogue: The Future of Marketing Research - Robert Moran About the Editors About the Contributors
Preface Acknowledgments Part I: Challenges to Marketing Research Chapter 1: New Roles for Marketing Researchers - Ian Lewis, Simon Chadwick Part II: Quantitative Marketing Research Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers - Diane Schmalensee, A. Dawn Lesh Chapter 3: Combining Data Mines and Attitude Research - Paul Gurwitz Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us - Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments - Crawford Hollingworth Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers - Kevin Clancy, Ami Bowen Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success - William Pink, Phillip Herr, Dorothy Fitch Part 3: Qualitative Marketing Research Chapter 8: Taking Qualitative Research to the Next Level - Judith Langer, Sharon Dimoldenberg Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research - Jamie Gordon, Larry Irons Chapter 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking - Joseph Plummer, James Forr, Katje Bressette Chapter 11: Crowdsourcing and Consumer Insights - Robin Pentecost, Mark Spence Part 4: Customer Motivation Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers - Alastair Gordon Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? - Sean Green, Neil Holbert Chapter 14: Using Empathy and Narrative to Ignite Research - Neil Gains Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends - J. Walker Smith Part 5: Marketing Research Industry Trends Chapter 16: Mixed Methods in Marketing Research - Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner Chapter 17: Improving a Firm's Performance Using Advanced Analytical Insights - Marco Vriens, David Rogers Chapter 18: Panel Online Survey and Research Quality - Raymon Pettit Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn't Do Before - Mickey Brazeal Chapter 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices - Darren Mark Noyce Epilogue: The Future of Marketing Research - Robert Moran About the Editors About the Contributors
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