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.21st-Century Tools and Practices Robert J. Kaden, Gerald Linda, Melvin Prince ... to be unhealthy, we need to engineer a quick recall and a quick solution to the problem that made a recall necessary. ... If you know where, you can use conventional research techniques to figure out why. ... at their location, and air conditioners could tell the repairman when they are about to need repair ( Heinrich, 2005).
|Title||:||Leading Edge Marketing Research: 21st-Century Tools and Practices|
|Author||:||Robert J. Kaden, Gerald Linda, Melvin Prince|
|Publisher||:||SAGE Publications - 2011-11-09|