Leading Edge Marketing Research: 21st-century Tools and Practices

ISBN-10: 1452240558
ISBN-13: 9781452240558
Pages: 505
Language: English
Published: 2012
Publisher: SAGE Publications
Authors: Robert J. Kaden, Gerald Linda, Melvin Prince

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 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.