LEADING-EDGE MARKETING RESEARCH: 21st Century Tools and Ideas
PART I. Challenges to Marketing Research
Chapter 1—New Roles for Marketing Researchers: The marketing researcher of
tomorrow faces far different challenges and career choices than ever before.
PART II. Quantitative Marketing Research
Chapter 2—Research ROI Analysis: a Powerful Tool for Marketers: Use of financial measures to assess research productivity.
Chapter 3--Combining Data Mines and Attitude Research:
How secondary source data can be combined with
primary research to produce more targeted strategies and messages.
Chapter 4—The 21st Century Development of Products: Where Consumer Guidance
is Taking Us: The history of product research culminating with the latest techniques.
Chapter 5—Behavioral Economics: A Blueprint for New “Ah Ha’ Moments: This application of behavioral economics, especially choice theory, presents an alternative to
traditional marketing research thinking.
Chapter 6—State-of-the-Science Market Segmentation: Making Results
Actionable for Marketers:
Strategic Use of Identifying High Value Market Segments.
Chapter 7—Marketing Accountability: Understanding Performance
and Drivers of Brand Success:
Evaluation of brand success drivers.
PART III. Qualitative Marketing Research
Chapter 8—Taking Qualitative Research to the Next Level: New
approaches into understanding consumer attitudes and behavior are changing the practice of qualitative research.
Chapter 9—Consumer Anthropology as a Framework for the Use of
Ethnography in Market Research:
In a global marketing environment undestanding different
cultures is essential to developing successful marketing strategies.
Chapter 10—Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer
Thinking: Probing for insights into consumers’ unconscious thoughts and
11—Crowdsourcing and Consumer Insights: Harnessing
the power of the masses can surface new ideas and strategies at minimal cost.
PART IV. Customer Motivation
12—Understanding Consumer Emotions: How Market Research
Helps Marketers Engage with Consumers: How and why getting below
consumer top of mind responses is critical to understanding the emotional connections that drive loyalty.
Chapter 13—Neuroimaging and Marketing Research: Hook-Up, Love Affair or Happy Marriage: The many techniques of neuroimaging have moved from the laboratory to the field and the results are tantalizing.
Chapter 14—Using Empathy and Narrative to Ignite Research: Understanding
how to listen and how to tell stories about what is heard will enliven both research and how it is presented to others.
Chapter 15—Standing Waves: Stasis, Contagion and Consumer Trends: The next five years will see drastic changes to the way marketing research is practiced by researchers
and used by management.
Part V. Marketing Research Industry Trends
Chapter 16—Mixed Methods in Marketing Research: Joint application
of qualitative and quantitative techniques.
Chapter 17—Improving a Firm’s Performance Using Advanced Analytical Insights: Creation of operational efficiency and competitive advantage through analytical insights.
Chapter 18—Panel Online Survey and Research Quality: Assessment of
panel online survey accuracy, precision and reliability.
Chapter 19—RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t
Do Before: Radio Frequency Identification transmitters and transceivers have shrunk so much in size
and cost that suddenly they are changing what can be done in research.
Chapter 20—Is the Future in their Hands? Mobile-Based Research Options and Best
Practices: Mobile devices are rapidly becoming the most powerful, flexible and
essential devices consumers own. They also represent a new research platform with unique capabilities.
Epilogue. The Future of Marketing Research
About the Editors