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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 |
MARC
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| 245 | 0 | 0 | |a Leading edge marketing research : |b 21st-century tools and practices / |c editors, Robert Kaden, Gerald Linda, Melvin Prince. |
| 264 | 1 | |a Thousand Oaks, Calif. : |b SAGE Publications, |c [2012] | |
| 264 | 4 | |c ©2012 | |
| 300 | |a 1 online resource (xx, 484 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 504 | |a Includes bibliographical references and index. | ||
| 520 | 8 | |a 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. | |
| 520 | |a 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, behavior. | ||
| 505 | 0 | |a 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. | |
| 505 | 8 | |a 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. | |
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Consumption (Economics) |x Research. | |
| 650 | 6 | |a Marketing |x Recherche. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a Consumption (Economics) |x Research. |2 fast |0 (OCoLC)fst00876473 | |
| 650 | 7 | |a Marketing research. |2 fast |0 (OCoLC)fst01010284 | |
| 700 | 1 | |a Kaden, Robert J., |e editor. | |
| 700 | 1 | |a Linda, Gerald, |e editor. | |
| 700 | 1 | |a Prince, Melvin, |e editor. | |
| 776 | 0 | 8 | |i Print version: |t Leading edge marketing research. |d Thousand Oaks, Calif. : SAGE Publications, ©2012 |w (DLC) 2011030238 |
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