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Leading Edge Marketing Research
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Leading Edge Marketing Research
21st-Century Tools and Practices

Edited by:


January 2012 | 504 pages | SAGE Publications, Inc
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.
Kevin Clancy, Ami Bowen
A new approach to market segmentation to identify the most profitable market target and powerful positioning.
Paul Gurwitz
Combining Data Mines and Attitude Research
Crawford Hollingworth
Context is the New King! Some Implications of Behavioral Economics for Consumer Marketing Research
Mark Spence, Robin Pentecost
Crowdsourcing: A Means to Resolve Problems by Sourcing Anonymous Individuals
Joseph Plummer, James Forr, Katja Bressette
Deep Dives and Metaphor Elicitation
J. Walker Smith
Futures & Foresight
Marco Vriens, Nathaniel Lin
Leading with Analytics
Robert Moran
Market Research Developmental Paths
William Pink, Philip Herr, Dorothy Fitch
Marketing Accountability: Understanding Performance and Drivers of Brand Success
Melvin Prince, Mark Davies, Chris Manolis, Susan Tratner
Mixed Methods in Marketing Research
David Geddes
Multi-Category and Multi-Market Data Banks
Sean Green, Neil Holbert
Neuroimaging and Marketing Research: Love Affair, Hook-up, or Happy Marriage?
Ian Lewis, Simon Chadwick
New Roles for Marketing Researchers
Darren Noyce
Research by Mobile - Is the Future in Their Hands?
Mickey Brazeal
RFID Creates New Opportunities in Marketing Research
Diane Schmalensee, A. Lesh
ROI -- A Powerful Tool for Researchers
Neil Gains
Seize the Fire: Using Empathy and Narrative to Ignite Research
Judith Langer, Sharon Dimoldenberg
Taking Qualitative Research to the Next Level
Howard Moskowitz, Bert Krieger, Linda Lieberman
The 21st Century Development of Products: Where Consumer Guidance Is Taking Us
Noah Ganter
The Full Cycle Marketing Analyst
Jamie Gordon, Larry Irons
The Use of Ethnographics and Anthropology in Consumer Research
Raymond Pettit
Trends and Developments in Online Research Quality
Alastair Gordon
Understanding Consumer Emotions
Laura Patterson
Using Dashboards and Metrics to Improve Marketing Effectiveness
Preface

 
Acknowledgments

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

 
About the Contributors

 

This is a good ancillary book that gives students an idea about where research is heading.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
October 13, 2012

Comprehensive updated material

Professor Barbara Nauman
Graduate School, Johnson & Wales University
August 27, 2012

This is an excellent book, but I thought it would be overwhelming for my undergrads. Definitely a masters level text.

Dr Thomas Whalen
Economics Business Admin Dept, McPherson College
March 16, 2012

For instructors

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ISBN: 9781412991315
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