市場調査の最先端：２１世紀のツールとアイデア<br>Leading Edge Marketing Research : 21st-Century Tools and Practices

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市場調査の最先端：２１世紀のツールとアイデア
Leading Edge Marketing Research : 21st-Century Tools and Practices

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 504 p.
  • 言語 ENG
  • 商品コード 9781412991315
  • DDC分類 658.83

Full 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 where 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.

 

Contents

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