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

Leading-Edge Marketing Research is a book for Marketing majors or advanced Business students, marketing research academics, practitioners, and consultants, who need to master, apply, and disseminate knowledge of recent innovative developments in marketing research. Its strategic coverage is distinct from and going well beyond what is offered in traditional marketing research texts.The text opens with a chapter that focuses on where the field is at present, placing the state of marketing research in the context of current consumer, technological, and business environment changes and challenges. Each subsequent section discusses different aspects of marketing research, including new marketing information systems, current qualitative and quantitative marketing research methods, techniques for understanding customer motivation, and marketing research industry trends. Each chapter will follow a consistent organization:Where applicable, a brief historical review of traditional approaches that have led the research industry to the need/opportunity for a new approachA comprehensive review reflecting the newest work in the field, and, where applicable, how it may be combined productively with earlier approachesA detailed explanation of methodologies so that a sophisticated reader could put into practice the new approach being describedReal-world examples of how the approach is being used and works, along with specific benefits the approach bringsEthical issues associated with the use of the latest methodologiesA ôFor Further Readingö section with annotations about each entry