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

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

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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.Case Study 12: Network and Handset Maker Repair Satisfaction Mobile App ( Source: SKOPOS) SKOPOS undertook this study as a ... Figure 20.16 SKOPOS Case Study: Network and Handset-Maker (Noyce aamp; Dodgson, 2010) The iPhone App store has no doubt been a huge ... Quality of repair Confident that will fix problem Time spent in shop Staff helpfulness/knowledge Free Repair Service High 4.30anbsp;...

Title:Leading Edge Marketing Research: 21st-Century Tools and Practices
Author: Robert J. Kaden, Gerald Linda, Melvin Prince
Publisher:SAGE Publications - 2011-11-09

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