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Leading Edge Marketing Research

Leading Edge Marketing Research
21st-Century Tools and Practices

Edited by:

November 2011 | 504 pages | SAGE Publications, Inc
Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.


Part I: Challenges to Marketing Research
Ian Lewis, Simon Chadwick
Chapter 1: New Roles for Marketing Researchers
Part II: Quantitative Marketing Research
Diane Schmalensee, A. Dawn Lesh
Chapter 2: Research ROI Analysis: A Powerful Tool for Marketers
Paul Gurwitz
Chapter 3: Combining Data Mines and Attitude Research
Howard Moskowitz, Burt Krieger, Linda Ettinger Lieberman
Chapter 4: The 21st Century Development of Products: Where Customer Guidance Is Taking Us
Crawford Hollingworth
Chapter 5: Behavioral Economics: A Blueprint for New "Ah Ha" Moments
Kevin Clancy, Ami Bowen
Chapter 6: State-of-the-Science Market Segmentation: Making Results Actionable for Marketers
William Pink, Phillip Herr, Dorothy Fitch
Chapter 7: Marketing Accountability: Understanding Performance and Drivers of Brand Success
Part 3: Qualitative Marketing Research
Judith Langer, Sharon Dimoldenberg
Chapter 8: Taking Qualitative Research to the Next Level
Jamie Gordon, Larry Irons
Chapter 9: Consumer Anthropology as a Framework for the Use of Ethnography in Market Research
Joseph Plummer, James Forr, Katje Bressette
Chapter 10: Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking
Robin Pentecost, Mark Spence
Chapter 11: Crowdsourcing and Consumer Insights
Part 4: Customer Motivation
Alastair Gordon
Chapter 12: Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers
Sean Green, Neil Holbert
Chapter 13: Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage?
Neil Gains
Chapter 14: Using Empathy and Narrative to Ignite Research
J. Walker Smith
Chapter 15: Standing Waves, Stasis, Contagion and Consumer Trends
Part 5: Marketing Research Industry Trends
Mel Prince, Mark A. P. Davies, Chris Manolis, Susan Tratner
Chapter 16: Mixed Methods in Marketing Research
Marco Vriens, David Rogers
Chapter 17: Improving a Firm’s Performance Using Advanced Analytical Insights
Raymon Pettit
Chapter 18: Panel Online Survey and Research Quality
Mickey Brazeal
Chapter 19: RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t Do Before
Darren Mark Noyce
Chapter 20: Is the Future in Their Hands? Mobile-Based Research Options and Best Practices
Robert Moran
Epilogue: The Future of Marketing Research
About the Editors

About the Contributors


This is a good ancillary book that gives students an idea about where research is heading.

Professor Paul Hackett
Marketing Communication Dept, Emerson College
October 13, 2012

Comprehensive updated material

Professor Barbara Nauman
Graduate School, Johnson & Wales University
August 27, 2012

This is an excellent book, but I thought it would be overwhelming for my undergrads. Definitely a masters level text.

Dr Thomas Whalen
Economics Business Admin Dept, McPherson College
March 16, 2012

Robert J. Kaden

Robert J. Kaden is the author of Guerrilla Marketing Research, co-author of MORE Guerrilla Marketing Research and President of The Kaden Company, a marketing research company. He has been in market research his entire career, spending a number of years in the research departments at various Chicago advertising agencies and, in the early 1970s, becoming President of Goldring & Company. Goldring became one of Chicago’s premier research suppliers, employing a staff of more than 40 market research professionals. He and his partners sold Goldring to MAI, plc, a U.K. financial and market research conglomerate, in 1989. In 1992, he started... More About Author

Gerald L. Linda

Gerald Linda, the co-author of MORE Guerrilla Marketing Research, re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. A second service is aiding advertising and public relations agencies with their new business and account planning efforts. And a third service area is assuming senior marketing leadership/ executional roles on an interim basis. Mr. Linda received a BS in Business Administration and a MBA at Northeastern University, Boston. He received... More About Author

Melvin Prince

Melvin Prince holds a Ph.D. degree from Columbia University. He is a professor of marketing at Southern Connecticut State University. He teaches graduate courses in marketing research, consumer behavior and advertising. Past academic appointments include teaching and research positions at Brandeis University, Fordham University, Pace, Iona College and Quinnipiac University. Dr. Prince is also President of Prince Associates and provides analytic counsel to research companies and their clients. He spearheaded the research and development of the instant coupon machine, a breakthrough in-store promotional device. His previous industry... More About Author

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ISBN: 9781412991315

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