Leading Edge Marketing Research: 21st Century Tools And Ideas

Description

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making. Cover ......Page 0 Brief Contents......Page 6 Detailed Contents......Page 8 Preface......Page 16 Acknowledgments......Page 19 PART I: Challenges to Marketing Research......Page 22 1 - New Roles for Marketing Researchers......Page 23 PART II: Quantitative Marketing Research......Page 48 2 - Research ROI Analysis......Page 49 3 - Combining Data Mines and Attitude Research......Page 71 4 - The 21st Century Development of Products......Page 92 5 - Behavioral Economics......Page 110 6 - State-of-the-Science Market Segmentation......Page 140 7 - Marketing Accountability......Page 160 PART III: Qualitative Marketing Research......Page 176 9 - Consumer Anthropology as a Framework for the Use of Ethnography in Market Research......Page 199 10 - Diving Deep......Page 216 11 - Crowdsourcing and Consumer Insights......Page 232 PART IV: Customer Motivation......Page 250 12 - Understanding Consumer Emotions......Page 251 13 - Neuroimaging and Marketing Research......Page 273 14 - Using Empathy and Narrative to Ignite Research......Page 294 15 - Standing Waves......Page 308 PART V: Marketing Research Industry Trends......Page 320 16 - Mixed Methods in Marketing Research......Page 321 17 - Improving a Firm’s Financial Performance Using Advanced Analytical Insights......Page 340 18 - Panel Online Survey and Research Quality......Page 358 19 - RFID in Research......Page 386 20 - Is the Future in Their Hands?......Page 400 EPILOGUE: The Futures of Marketing Research......Page 435 References......Page 461 Index......Page 478 About the Editors......Page 499 About the Contributors......Page 501