Leading Edge Marketing Research

This book explores new and leading-edge marketing research approaches as successfully practiced by both academic and research industry visionaries, providing a blueprint for where the industry is headed. Ideal as either a supplementary text for students or as a guidebook for practitioners wanting their work to be state-of-the-art, the authors showcase the excitement of the field where discoveries abound and where researchers are valued for solving weighty problems and minimizing risks. Contents include rich new tools for the measurement and analysis of consumer attitudes combined with existing data bases, consumer emotions, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from a wealth of contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.