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Leading edge marketing research : 21st-century tools and practices /
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.
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks, Calif. :
SAGE Publications,
[2012]
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.