Market research Books

Book SynopsisProvides articles by the marketing field's leading researchers and academicians. This work includes chapters that are not only theoretically rigorous but also offer detail, including literature reviews, advanced methodologies, empirical studies, emerging trends, international developments, and guidelines for implementation.Table of ContentsReview of Marketing Research: Taking Stock, Naresh K. Malhotra; 1. Formal Choice Models of Informal Choices: What Choice Modeling Research Can (and Can't) Learn from Behavioral Theory, Jordan J. Louviere and Robert J. Meyer; 2. How Much to Use? An Action-Goal Approach to Understanding Factors Influencing Consumption Quantity, Valerie S. Folkes and Shashi Matta; 3. Integrating Purchase Timing, Choice, and Quantity Decisions Models: A Review of Model Specifications, Estimations, and Applications, V. Kumar and Anita Man Luo; 4. Brand Extension Research: A Cross-Cultural Perspective, Michael A. Merz, Dana L. Alden, Wayne D. Hoyer, and Kalpesh Kaushik Desai; 5. A Review of Eye-Tracking Research in Marketing, Michel Wedel and Rik Pieters; 6. Role Theory Approaches for Effectiveness of Marketing-Oriented Boundary Spanners: Comparative Review, Configural Extension, and Potential Contribution, Jagdip Singh and Argun Saatcioglu; 7. Price Contract Design Templates: Governing Procurement and Marketing of Industrial Equipment, George John; About the Editor and Contributors.

Read more less

Book SynopsisFirst Published in 2017. Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics.Table of Contents1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues, Samuel D. Bond, James R Bettman, and Mary Frances Luce; 2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, Barak Libai, Vijay Mahajan, and Eitan Muller; 3. Exploring the Open Source Product Development Bazaar, Balaji Rajagopalan and Barry L. Bayus; 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay; 5. Methods for Handling Massive Number of Attributes in Conjoint Analysis, Vithala R. Rao, Benjamin Kartono, and Meng Su; 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, Thomas J. Reynolds and Joan M. Phillips; 7. Metrics for the New Internet Marketing Communications Mix, Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov; About the Editor and Contributors.

Read more less

Book SynopsisVisits to customers by a cross-functional team of marketers and engineers play an important role in new product development, entry into new markets, and in exploring customer satisfaction and dissatisfaction. The new edition of this widely used professional resource provides step-by-step instructions for making effective use of this market research technique.Using a wealth of specific examples, Edward F. McQuarrie explains how to set feasible objectives and how to select the right number of the right kind of customers to visit. One of the leading experts in the field, McQuarrie demonstrates how to construct a discussion guide and how to devise good questions, and offers practical advice on how to conduct face-to-face interviews.Extensively updated throughout, this third edition includes three new chapters as well as expanded coverage of the analysis of visit data. It also discusses which industries and product categories are most (and least) suitable to the customer visit technique. The author also covers how the customer visit technique compares to other market research techniques such as focus groups.Trade Review"We've asked hundreds of marketers and thought leaders for the most important thing a marketer can do for a firm. Answer: Bring new techniques for discerning real customer needs. That's where Customer Visits comes in. This jewel of a book shows you how to make customer visits powerful tools for customer insight. It's a great read and a powerful resource." -- Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Penn State University "This new edition of Customer Visits is a must-read book for anyone whose firm markets products to other businesses. This is a book I read every few years, just to remind myself what a good execution of a piece of marketing research requires. I always strongly recommend it as a professional purchase to my MBA Marketing Core students. Ed McQuarrie presents a great deal of practical content on how to prepare for, conduct and analyze customer visits - in an enjoyably readable and practical form." -- Abbie Griffin, Royal L. Garff Presidential Chair in Marketing University of Utah This book will interest company representatives and management involved in sales, customer relations, and marketing. It is clearly written and offers an interesting history of the development of the tradition the customer visit. Reference & Research Book News"Table of ContentsIntroduction; Part 1. Rationale; 1. Why Visit Customers?; 2. Customer Visits as a Distinctive Approach to Market Research; 3. Limits, Boundary Cases, and the Sweet Spot for Customer Visits; Part 2. Procedures; 4. Programmatic, Ad Hoc, and Hybrid Approaches to Visiting Customers; 5. Planning a Program of Visits; 6. Budgets, Recruitment, Coordination, Team Preparation, and Time Line; 7. Selecting Customers to Visit; 8. Preparing a Discussion Guide; 9. Constructing Good Questions; 10. Conducting the Visits; 11. Completing the Visit Program; Part 3. Analysis; 12. Generalizability of Visit Data; 13. Procedures for the Analysis of Visit Data; 14. The Place of Customer Visits within the Market Research Toolbox; Appendix: Checklist for Conducting a Program of Customer Visits; Bibliography; About the Author; Index.

Read more less

Book SynopsisThis important book offers a revolutionary approach to solving a range of social problems--drug use, smoking, unsafe sex, and overpopulation--by applying marketing techniques and concepts to change behavior. For example, it shows that at-risk teenagers are consumers who decide whether or not to buy safe sex practices. This successful approach is based on Alan R. Andreasen''s more than twenty years of experience in consulting, teaching, and research with social marketing programs around the world. Andreasen shows that effective social change starts with a thorough understanding of the needs, wants, and perceptions of the target consumer--who has ultimate control over the outcomes. The book offers a detailed explanation of how to design a step-by-step program that will move the customer from ignorance and indifference to action and ultimately maintenance of that action. Marketing Social Change offers a wealth of information for developing an effective social marketing plan.Table of ContentsIntroduction: Social Marketing: A Powerful Approach to Social Change. PREPARING FOR SOCIAL MARKETING. Putting the Customer First: The Essential Social Marketing Insight. The Social Marketing Strategic Management Process. Listening to Customers: Research for Social Marketing. Understanding How Customer Behavior Changes. DOING SOCIAL MARKETING. Targeting Your Customer Through Market Segmentation Strategies. Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors. Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies. Bringing Social Influence to Bear and Enhancing Self-Control. Inducing Action and Ensuring Maintenance. Creating Strategic Partnerships: Marketing to Other Publics. Conclusion: Central Principles of the New Social Marketing Paradigm.

Read more less

Book SynopsisDeveloped from a symposium held in Hawaii in August 1998, this book focuses on the diverse subject of consumer psychology as applied to the fields of tourism, hospitality and leisure. It provides a general review of current thinking and presents several new theories and methods of analysis. It consists of 20 chapters, divided into five parts, and is essential reading for researchers and practitioners dealing with consumers and their choices and perceptions. The examples included are international in nature and provide a well-balanced book. Authors contributing to the book are well-respected authorities from the UK, USA, Australia, New Zealand and continental Europe.Table of ContentsI: Introduction, A Woodside Part One: Destination Images and Destination Choice, M Oppermann, S Dolnicar,K Grabler, J A Mazanec and S Baloglu Part Two: Tourist Behaviour, J BKernan, T J Domzal, E A Frew, R N Shaw, K Weber, W Roehl, S Hudson and D Gilbert Part Three: Motivations and Decision Processes, J Gnoth, A Zins, RLengmueller, C Boshoff, K F Hyde, I Ateljevic, S McCabe and A Decrop Part Four: Measuring Attitudes and Behaviours, R McGuiggan, P Schofield, Y Ekinciand M Riley Part Five: Economic and Heritage Issues, V B Agarwal, G RYochum, M Fish, Yi Xia, G Russell, C Walters, A G Woodside and M Y Sakai

Read more less

Book SynopsisPresents consumer research across both positivist and interpretivist methods. This title deals with such topics as: organic food consumption, luxury goods consumption by Chinese consumers, country of manufacture effects on product quality perceptions, and the nature and effects of cool consumption.Table of ContentsList of Contributors. Introduction. Consumer attitudes toward organic foods: An exploration of U.S. market segments. Shopping matters: Taiwanese young tourists’ consumer culture in England. Cue congruency and product involvement effects on generation y attitudes. Country-of-manufacture labeling effect on product quality evaluations: A model incorporating consumers’ attention. Socialization of adult and young consumers into materialism: The roles of media and church in Peru. Motivation for luxury consumption: Evidence from a metropolitan city in China. Consuming cool: Behind the unemotional mask. The strategic use of brand biographies. Authentic Brand Narratives: Co-Constructed Mediterraneaness for l’Occitane Brand. Consuming authentic neighborhood: An autoethnography of experiencing a neighborhood's new beginnings and origins within its servicescapes. Better understanding construction of the self in daily contingencies: an investigation of the materiality of consumption experiences in online discussion forums. “Pixelize me!”: Digital storytelling and the creation of archetypal myths through explicit and implicit self-brand association in fashion and luxury blogs. Research in Consumer Behavior. Research in Consumer Behavior. Copyright page.

Read more less

Book SynopsisThis volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from multidisciplinary literatures in an integrative manner.Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction: Analyzing Accumulated Knowledge and Influencing future Research. A backward glance of who and what marketing scholars have been researching, 1977–2002. Dynamic strategic goal setting: theory and initial evidence. Internet channel conflict: Problems and solutions. Referral equity and referral management: the supplier firm's perspective. A critical review of question–behavior effect research. Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations. Structural modeling of heterogeneous data with partial least squares. Review of Marketing Research. Review of Marketing Research. Copyright page.

Read more less

Book SynopsisThis special issue of Review of Marketing Research is unique in that it contains chapters by marketing legends in their own words. Bagozzi, Hunt, Kotler, Kumar, Malhotra, Monroe, Sheth, Wind and Zaltman summarize not only their research but also the salient aspects of their academic life journeys.Table of ContentsList of Contributors. EDITORIAL BOARD. Introduction – Review of Marketing Research: A Review of Legendary Contributions to Marketing. Reflections on a Scholarly Career: From Inside Out and Back Again. Legends in Marketing: A Review of Shelby D. Hunt's Volumes. Philip Kotler's Contributions to Marketing Theory and Practice. Looking through the Marketing Lens: My Journey so Far…. Personal Reflections on My Research Contributions to Marketing. Some Personal Reflections on Pricing Research. A Journey of an Accidental Marketing Scholar. Yoram “Jerry” Wind's Contributions to Marketing. Lessons Learned during a Career. Previous Volume Contents. Review of Marketing Research: Special Issue – Marketing Legends. Review of Marketing Research. Review of Marketing Research. Copyright page.

Read more less

Book SynopsisValue-based pricing pricing a product or service according to its value to the customer rather than its cost is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples oTrade Review"A ‘must read’ for any B2B marketer. These seminal cases not only illuminate the essentials of value based business marketing, but with detailed examples show you how to implement a value based approach in the turbulent world of today’s business market. Real, Good, Practical stuff from professionals who’ve done it."Ralph A. Oliva, Director, Institute for the Study of Business Markets and Professor of Marketing, Smeal College of Business, Penn State University, USA"By combining an impressive list of expert analysts with real-world case studies, Value First, Then Price gives businesses the latest strategies and tactics needed to improve company margins and profit performance. Because the focus here is on customer quantifiable values, the book correctly shifts emphasis from a producer’s features to an end-user’s benefits."Kevin Mitchell, President, The Professional Pricing Society, Inc."Todd Snelgrove’s description and measurement of a new view on Total Cost of Ownership (TCO), a more holistic measurement focused around Cost, Benefit, and Value called Total Profit Added™ (TPA) is a great step in the evolution of enabling both buyers and sellers to make the right decisions based on best value not lowest price."Thomas Choi, Professor, Arizona State University and Executive Director, Center for Advanced Procurement Studies"Recent research shows that far less value (and cost reduction) is achieved through traditional negotiation than can be gained through understanding markets, needs and opportunities for creative collaboration. If you care about business and personal success, value must be your priority."Tim Cummins, President, World Commerce and Contracting"The war for value is today’s biggest business challenge. Value First, Then Price is an invaluable, thought-provoking guide to this debate."Nigel Barlow, International Consultant on Innovation and Value"In our work with some of the world’s industrial manufacturers, we’ve seen that companies that focus on value from both the buy and sell side enjoy a competitive edge. Top-performing industrials are eight times more likely to take a value-based approach toward pricing, and companies that measure and buy based on total cost of ownership are 35% more profitable. Buyers have never been better informed on the total cost of ownership, and companies that are still talking about features and benefits are getting left behind."Stephen Gold, CEO of MAPI—Manufacturers Alliance for Productivity & Innovation"My own research confirms McKinsey’s, that only 5% of companies have value propositions. No wonder buyers have the upper hand! The world really needs this book and I congratulate Andreas Hinterhuber and Todd Snelgrove on putting together a truly fantastic piece of work."Malcolm McDonald, MA (Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management, UK"In business-to-business markets, managers must bridge the gap between those who say that it is only by value that firms can thrive in the long term and those who suggest that buyers will buy on price. Value can be created and captured. The bad news is that it is extremely difficult, but the good news is that a systematic approach is likely to yield dividends. In this important book Andreas Hinterhuber and Todd Snelgrove have harnessed the world’s top value creation experts to provide an insightful and complete roadmap."John Roberts, Fellow, London Business School, UK and Professor, University of New South Wales, Australia"What a comprehensive way to present value. From the discussions to the articles, a must have guide for professionals and companies that want to buy, produce and sell any product or services based on value."João Ricciarelli, Executive President America's, Leadec"It’s not often you read a business book, learn from it and have fun doing so. Value First, Then Price by Hinterhuber and Snelgrove is one of those rare exceptions. I don’t care whether you are on the buy or sell side of the equation, this book is for you. It is a fantastic engaging read. The material is thought provoking with great integration of theory: from value, to ROI and results. It is simply a very practical business book."Stephen Kozicki is on the Advisory Panel for HBR and lectures at business schools including Macquarie University, University of Technology and The Australian Catholic University, Australia"Much has been said and written about value in industrial markets. But how to put the idea to practice? This book focuses on what matters most: to 'challenge' customers and help them rethink their assumptions, vendors need data and value quantification. The authors provide a practical, hands-on roadmap for value pricing that both buyers and sellers can follow for achieving better business results."Wolfgang Ulaga, Senior Affiliate Professor of Marketing, INSEAD, France"Value First, Then Price is a much-needed work and deserves a place in most CPO and sales offices."Keld Jensen, Author of ‘The Trust Factor—Negotiating in SMARTnership’, Professor and Advisor in Negotiations"SAMA research emphasizes that most companies are significantly lacking in internal processes for value-based negotiation, value creation, value-based pricing and value monetization. Snelgrove and Hinterhuber provide great insights and methodologies for companies to fill these gaps."Bernard Quancard, Retired President and CEO Strategic Account Management Association (SAMA)"Quantifying and understanding the value proposition is key to business success. This book gets directly to the bottom line by taking both a buyer and seller perspective and presenting value based purchasing in a way that all purchasing professionals need to understand."Wendy L. Tate, PhD, Associate Professor of Supply Chain Management, University of Tennessee, USA"Value First, Then Price is a timely and rare contribution, providing not only invaluable insights, but also a practical methodology of how to perceive, quantify and capture value. From the perspective of emerging and new market economies, it offers the ultimate answer on how to escape the enduring 'lower cost—lower price' trap, and how to shift towards a sustainable, value creation driven path that leads to business and economic development."Modestas Gelbūda, PhD in International Business, Aalborg University, Denmark; Managing Director, Baltic Institute for Leadership Development, Lithuania and Associate Professor, ISM University of Management and Economics, Lithuania"At a time when both customers and suppliers are over focused on product prices as a determinant of business transactions, this book offers a fresh way out by arguing for a new way of looking at the economics of exchange between buyers and sellers where price is just one element in determining the true value of what is bought and sold. More specifically, the book informs purchasing officers about the often ignored actual cost and inherent value (in total savings, returns on investment, etc.) of what they buy, and provides suppliers with tools to quantify and communicate the hidden value in what they sell. I highly recommend this book to professionals in procurement, sales and marketing, and general management."Kamran Kashani, IMD, Switzerland"The Editors and their authors have tackled a problem that has faced buyers and sellers for years: how to define the concept of value that aligns with two different views of the world. Sales claims to sell based on value, and purchasing claims to buy based on value, yet both parties view this concept from fundamentally different viewpoints. This book articulates these differences, and creates a framework that can help resolve the issues, creating a mutually compatible lens for understanding this often misunderstood concept."Robert Handfield, Bank of America, Distinguished Professor of Supply Chain Management and Director of Supply Chain Resource Cooperative, North Carolina State University, USATable of ContentsPart I: Introduction 1. Introduction Part 2: Selling Value: Value Quantification Capabilities 2. Value First, Then Price: The New Paradigm of B2B Buying and Selling 3. Interview: Processes and capabilities for value quantification 4. Muddling through on Customer Value in Business Markets? 5. Interview: Nurturing value quantification capabilities in Strategic Account Managers 6. Salesforce Confidence and Proficiency: The Main Cornerstone of Effective Customer Value Management Part III: Selling Value: Best Practices in Value Quantification 7. Value quantification: Processes and best practices to document and quantify value in B2B 8. Quantifying your value so customers are willing and able to pay for it 9. An inside-look at value quantification of competitive advantages: how industry leaders prove value to their customers 10. Value quantification for services 11. Quantifying intangible benefits: best practices to increase willingness to pay while creating longer-lasting customer relationships 12. Towards a shared understanding of value in B2B exchange: Discovering, selecting, quantifying, and sharing value Part IV: Buying on Value: Value Quantification and B2B Purchasing 13. Value first, cost later: Total Value Contribution as a new approach to sourcing decisions 14. Interview: Selling value to purchasing 15. Using Best Value to Get the Best Bottom Line 16. Value Selling: The crucial importance of access to decision makers from the procurement perspective 17. The Sourcing Continuum to Achieve Collaboration and Value Part V: Value Quantification and Organizational Change Management 18. Interview: Implementing value quantification in B2B 19. Interview: The ring of truth - value quantification in B2B services Part VI: Buying and Selling on Value: Value Quantification Tools 20. A Question of Value: Customer Value Mapping versus Economic Value Modeling 21. Why start-ups should consider using value propositions 22. Creating and Sustaining Competitive Advantage Through Documented Total Cost Savings Part VII: Epilogue 23. A call to action: value quantification in B2B buying and selling 24. Quotes and Statistics to Help you on Your Value Selling Journey 25. The Present and Future of Value Quantification

Read more less

Book SynopsisInformation is very important for businesses. Businesses that use information correctly are successful while those that don't, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer Table of ContentsThe Concept of Social Media. Social Media Marketing. Formulating a Social Media Strategy . Introduction to Social Media Analytics. Social Media Analytics in Consumer Behavior. Social Media Actions Analytics. Measuring Web Site Performance with Web Analytics. Mobile Analytics. Ethics and Social Media Analytics.

Read more less

Book SynopsisAtmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in atmosphere over recent years in marketing and beyond, with the concept at a crucial point in its development. However, research about atmosphere is often confined into disciplinary silos.Consuming Atmospheres unsettles such disciplinary boundaries by delivering an interdisciplinary collection of cutting-edge work on atmosphere and consumption. Specifically, the book brings together experts from various disciplinary backgrounds to explore how atmospheres are designed, experienced, and researched. Within these three thematic parts organising the collection, atmosphere is explored across a range of consumption and geographic contexts, including pop-up stores, music festivals, tourist spaces, town centres, sports stadia, amusement arcades, food and drink, urban squats, and seaside piers across England, Scotland, Denmark, and Slovenia.The book will appeal to academics and postgraduate students within marketing and beyond, given the chapter authors have backgrounds in marketing, consumer research, geography, sociology, youth studies, art and design, place management, and law. It may also be of interest to practitioners endeavouring to co-create more effective consumption atmospheres, such as marketers, retailers, and place managers.

Read more less

Book SynopsisThis is one of the first textbooks to explore the research process within the specific context of luxury brand management. It adopts a case-rich approach, informed by original research, to guide the reader through the various stages of the research process from conception to completion and application. Beginning with a summary of past and present research in the field of luxury, the book then outlines the fundamental principles of research, paying particular attention to representativeness and contextualisation, before guiding readers through the intricacies of research design. Further topics include the nature of data in the field of luxury, the research challenges facing luxury practitioners, quantitative and qualitative research methods for luxury brand management specialists, analytical techniques, and guidance for presenting and applying research findings within the luxury environment. Real-world examples and case studies are provided in each chapter, and the book roundsTable of Contents1. Research Methods in Luxury Management: Introduction and Overview 2. The Field of Luxury Research 3. Identifying a Luxury Management Research Topic 4. Luxury Research Approach and Research Design 5. Sources of Data for Luxury Research 6. Methods for Luxury Research 7. Analysing Luxury Research Data 8. Writing Up and Presenting Luxury Research Findings 9. Applying Research Findings to the Field of Luxury Management 10. Review and Learning Resources

Read more less

Book SynopsisCharities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors.This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of

Read more less

Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies.Psychology has long been a foundation for successful marketing strategies, and evolving AI technologies are opening up new opportunities for marketers to help brands build trust and loyalty online. In this exceptional book, award-winning writer Jonathan Gabay delves into fascinating psychological digital marketing techniques and concepts, explaining the practical psychology and science you need to lift your marketing career to the next level. Gabay explores how new technologies can be harnessed to increase their impact significantly. The book provides practical tips and contemporary best-practice examples, including prompt engineering, the psychology behind mission statements and logo design, gamification, the possibilities and pitfalls of social media, among many more areas t

Read more less

Book Synopsis

Read more less

Book SynopsisThis comprehensive text provides students with a solid foundation in International Marketing theory, research, and practice. Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated. Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of International and Global Marketing, Marketing Management and Strategic Marketing.

Read more less

Book SynopsisSocial Network Analysis and Text Mining for Big Data presents cutting-edge methods and tools that bridge the gap between text mining and social network analysis research while also providing new insights for analyzing (big) textual and network data. These tools are designed to cater to the needs of both business analysts and researchers to facilitate the creation of groundbreaking analytics.Beginning with clear definitions of social network analysis and text mining, this book benefits from a thoughtfully curated selection of methods and tools, drawn from the authorsâ extensive research in the field. The focus then shifts to demonstrate how the interplay between words and networks can unlock the full potential of big data analytics. A centerpiece of the book is the Semantic Brand Score (SBS), a versatile and powerful metric for assessing brand importance through text analysis. All of the above is corroborated and illustrated with practical applications and case studies showing the value of these analytics in supporting change and improved managerial decisions. It also introduces a specialized software tool which enables users to perform the analyses detailed in the text.This book is a must-read for business leaders, marketing professionals, policymakers, researchers, and university students. It offers practical insights and actionable advice for achieving increased performance of companies and societal actions. The writing is tailored to make complex concepts accessible to both experienced researchers and readers who are new to the field.

Read more less

Book SynopsisThis unique new text explores marketing ethics, the impact of marketing on consumersâ lives, and the wider social, cultural, and political context of marketing activities.Taking a critical approach to marketing practice, the book discusses the growing sense of responsibility within the marketing discipline and addresses issues at the interface between marketing and society. Importantly for Marketing students, it works to develop an understanding of the impacts that marketing can have on consumersâ lives and the potential that future marketers have to shape contemporary society. Chapters cover Marketing and Advertising Ethics, Critical Consumption, Gender and Race, Brand Activism, Sustainability and Corporate Social Responsibility, and Understanding and Protecting the Consumer. Case studies drawn from international contexts featuring real-life and recognisable organisations are included in every chapter to bring the theory to life, enabling students to explore the ethical dile

Read more less

Book Synopsis

Read more less

Book SynopsisOffering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviors. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands.Trade Review‘Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.’ -- Jeff Tanner, Old Dominion University, USTable of ContentsContents: Introduction to Youth Marketing to Digital Natives 1. Why youth culture beats age segmentation when it comes to marketing to young consumers 2. From age segmentation to “segmenculture”: introducing a new segmentation method based on the youth culture criterion 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market 5. Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives? 6. Digital natives and social media use in youth cultures: what should brands know about blogging? 7. Advertising to digital natives: a hybrid and disruptive way to communicate 8. How are brands designing attractive customer experiences to connect with digital natives? 9. How to study youth consumption cultures: towards immersive market research tools 10. Are digital natives eco-friendly consumers? Conclusion

Read more less

Book SynopsisThis cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizationsâ digital marketing strategies can be developed and implemented.Trade Review‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’ -- Joni Salminen, University of Vaasa, FinlandTable of ContentsContents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index

Read more less

Book SynopsisThis cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizationsâ digital marketing strategies can be developed and implemented.Trade Review‘A great choice for a digital marketing textbook: a useful introduction for both practitioners and students. Equipped with practical examples and frameworks, Digital Marketing Strategy covers both strategic and tactical sides of digital marketing, which are discussed through the innovative MRACE (Measure, Reach, Act, Convert, Engage) model. Offering useful insights into digital marketing work, from strategic planning to daily operation, I recommend this book for students and educators.’ -- Joni Salminen, University of Vaasa, FinlandTable of ContentsContents: PART I STRATEGIC ANALYSIS AND PLANNING 1. An introduction to digital marketing 2. Analysis of the digitalized business environment 3. Digital marketing strategy PART II IMPLEMENTING MARKETING STRATEGY IN PRACTICE 4. Implementing strategy using the MRACE® model 5. Digital marketing channels and tools 6. Digital marketing work in practice 7. In closing: the future of digital marketing Bibliography Index

Read more less

Book SynopsisThe ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketersâ decision making within the industryâs growing utilisation of AI.Trade Review‘Professor Guercini’s new book on the automation of marketing offers a unique and insightful glimpse at the future of marketing by helping to answer the question of how human and AI decision making can be integrated together to create an effective marketing strategy.’ -- Brandon Randolph-Seng, Texas A&M University, US‘Professor Guercini makes a fresh and comprehensive contribution to finding the proper role for decision making heuristics in automated marketing. A must-read for those who do not want to just repeat platitudes about biased human behaviour and perfectly accurate AI in modern business, but search for realistic and transparent solutions.’ -- Konstantinos Katsikopoulos, University of Southampton, UKTable of ContentsContents: 1 Introduction to Marketing Automation and Decision Making 2 Decision making based on heuristics in the marketing literature 3 Consumers’ heuristics and marketer as choice architect 4 A set of rules for the marketer’s adaptive toolbox 5 Marketing automation emergence and evolution 6 Artificial intelligence and marketer’s decisions in marketing automation 7 Marketing automation and heuristics in marketers’ experience 8 Conclusion and implications: Marketing Automation and Decision Making Index

Read more less

Book SynopsisTrade Review‘The Handbook takes an up-to-date and fresh look at a variety of topics quite relevant in business research. In particular, it not only provides updates for many traditionally covered topics, but also extends to other areas often overlooked in the past thereby expanding researchers’ methodological toolbox. The balance in topics emphasizing not just the role of quantitative methods but also qualitative and mixed methods is unique compared to other books published in the last few decades. Students and faculty will appreciate this book in a variety of methods-oriented courses. Congratulations on this useful, applied book!’ -- Joe Hair, University of South Alabama, USTable of ContentsContents: Introduction: advances in marketing research methods Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle PART I QUANTITATIVE RESEARCH METHODS 1. Scale development in marketing research Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck 2. Necessary condition analysis in marketing research Jan Dul, Sven Hauff and Zsófia Tóth 3. When size does not matter: compositional data analysis in marketing research Berta Ferrer-Rosell, Eva Martin-Fuentes, Marina Vives-Mestres and Germà Coenders 4. Modern data analysis – a paradigm for robustness: lessons for marketing researchers from the machine learning literature John Williams 5. Meta-analysis: deconstructing marketing knowledge İlayda İpek and Nilay Bıçakcıoğlu-Peynirci 6. Experimental design in marketing research Sumeyra Duman 7. Partial Least Square Structural Equation Modelling (PLS-SEM) in marketing research Soujata Rughoobur-Seetah, Robin Nunkoo and Viraiyan Teeroovengadum PART II QUALITATIVE RESEARCH METHODS 8. A guide to the successful use of case study in marketing management research Edina Ajanovic and Çizel Beykan 9. Visual research methods: volunteer-employed photography (VEP) Brian Garrod and Nika Balomenou 10. Phenomenology: prospects and challenges for marketing research Mine Inanc and Metin Kozak 11. Mobile ethnography: a customer experience research method for innovation Birgit Bosio, Katharina Rainer and Marc Stickdorn PART III MIXED-METHODS RESEARCH 12. Mixed methods in agricultural marketing research: building trust amongst participants Rachel Hay 13. Multi-methods in the measurement of emotion in tourism marketing Arghavan Hadinejad, Noel Scott, Anna Kralj and Brent Moyle 14. Using a mixed methods approach to develop a scale in the context of social media attachment Shabanaz Baboo PART IV OTHER ISSUES IN MARKETING RESEARCH 15. New frontiers in marketing research methods: forensic marketing – using forensic science frameworks and methods in marketing research D. Anthony Miles 16. An examination of the legal theories and research methods relevant to marketing research Marie Valerie Uppiah and Roopanand Mahadew 17. Assessing the legal implications and parameters of marketing research Roopanand Mahadew and Marie Valerie Uppiah 18. Ethical considerations in marketing research Mridula Gungaphul and Mehraz Boolaky Index

Read more less

Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394

Read more less

Book SynopsisTake a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy.Trade Review“In the world of shopping, Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going and showing how individuals and companies can advance their offerings as well as their bottom lines.” —from the foreword by Paco Underhill, CEO, Envirosell, and author, Why We Buy “When I read ‘the past is no longer prologue’ in the opening chapter, I knew Kit Yarrow was on to something. Flexibility is more important than strategies grounded in past consumer experience. Kit illustrates this with fine research and stories of real people coping in our world of overload, overindulgence, and isolation. A must-read if you are a marketer, a retailer, a manufacturer, or a consumer trying to understand how the rules have changed.” —Peter Stringham, chairman and CEO, Young & Rubicam Group “The pace of change at retail is breathtaking and nowhere is that more evident than in ecommerce. Kit’s emphasis on the major drivers of this change, including the need for authenticity, continuous innovation, and building community, is right on the money. Decoding the New Consumer Mind is full of great insights, fascinating cases, and actionable ideas.” —Susan Feldman, cofounder and chief merchandising officer, One Kings Lane “Yarrow’s concept of the radical individualism of consumers is inspiring but challenging. Her solution of promoting trust through connection is absolutely on target.” —Richard Edelman, president and CEO, Edelman “Kit digs deeply into how and why people shop, perfectly putting into perspective how time has changed today’s shopper and how retailers must adjust to those changes. Decoding the New Consumer Mind is entertaining, insightful, and chock-full of recommendations for retailers.” —Matthew Shay, president and CEO, National Retail Federation “Kit brings a unique combination of academic prowess and keen contemporary insight to all her work. With her trademark frankness and humor, she documents three major psychological shifts that have profoundly impacted how consumers shop and buy. Decoding the New Consumer Mind is an absolute must-read for any business that intends on thriving in the new consumer reality.” —Doug Stephens, founder, Retail Prophet, and author, The Retail RevivalTable of ContentsForeword by Paco Underhilll ix Introduction 1 Part One THe New Consumer MInd 1 Rewired Brains 11 2 Isolation and Individualism 45 3 Intensified Emotions 79 Part Two Strategies to connect with today’s New consumer 4 Technovation 123 5 The Real Deal 137 6 Involvement 153 7 Intensity 167 Conclusion 177 Notes 179 Acknowledgments and Gratitude 199 About the Author 203 Index 205

Read more less

Book SynopsisFind out how to reap the benefits of motivating and engaging the new, direct customer voice The Customer''s New Voice shows businesses how to motivate and transform directly volunteered consumer knowledge into profitable insights, enabling a new echelon of marketing relevancy, customer experience, and personalization. With a deep look at the inner workings of how a modern generation of business innovators are tapping into the fresh opportunities with the customer''s new voice, this book describes how businesses are transforming inference-based predictions of purchase intent with direct consumer knowledge of their actual intentions and buying context. The result: An untouchable/unprecedented level of offer relevancy, experience, and personalized service levels. Those offers range from the most basic app model of Give me your physical location, we''ll find the best Thai restaurant near you, and give you an instant coupon to a more complex model such as an ElectriTable of ContentsForeword xv Preface: New Voice, New Competencies xix Acknowledgments xxi PART I DAWN OF THE NEW CUSTOMER 1 CHAPTER 1 New Information Masters 3 Informed 4 Sharing 4 Mobile 4 Future Masters 8 Notes 12 CHAPTER 2 Power and Transparency 15 Absolute Power 15 New Transparency 16 Note 19 CHAPTER 3 Age of Sharing 21 Historical Sharing Tools 21 Sharing Statistics 22 Intentional versus Incidental 26 Value of Intent and Context 29 Science of Consumer Sharing 30 Notes 42 PART II NEW VOICE INNOVATORS’ WIN?]WIN 45 CHAPTER 4 Yesterday’s Indirect Information Model 47 Yesterday’s Model 47 Legacy of Indirect Information 50 Privacy Not 53 Notes 57 CHAPTER 5 Emerging Customer’s New Voice Business Information Model 59 Customer?]Direct Information Model 59 Forces Driving New Voice Engagement 62 Direct Competencies Required 66 Unlocking Consumers’ Intent 71 Notes 96 CHAPTER 6 Today’s Customer’s New Voice Vertical Industry Innovators 101 Industry Innovators (Vertical) 101 Notes 143 CHAPTER 7 Horizontal Industry Innovators 147 Collaborative Consumption (Sharing Your Stuff) 147 Quantified Self 151 Wearable Technology 155 Mobile Health 156 Internet of Things 166 Triangulated Personal Information 168 Sensor Technology 168 Virtual Reality 178 Augmented Reality 179 New Customer Information Industry (Consumer as Stakeholder) 182 The Customer’s Voice 209 Notes 210 CHAPTER 8 Practical Guide: How to Leverage the Customer’s New Voice Today with Dr. David Schrader 213 Scenario 1: Jeff’s Shopping Trip 213 Scenario 2: Jill’s Grocery Shopping 214 Overview 215 Strategy 216 Marketing and Sales 220 Customer Service 224 Information Technology 228 Notes 233 PART III ENGAGING TOMORROW’S NEW VOICE 235 Notes 238 CHAPTER 9 How Consumers Will Buy Tomorrow 239 Selling Reincarnated as Buying: New Buy/Sell Process 240 Advertising Inversion 245 Notes 248 CHAPTER 10 New Privacy 249 Government/Advocacy Personal Data Initiatives 251 Pivotal Personal Data Protection Initiatives 257 Pivotal Business Event Time Line 271 Notes 275 CHAPTER 11 Future Consumer Data Ecosystem 277 Consumer as Information Stakeholder 277 Mature Consumer/Business Information Sharing Models 278 Walking through the Model 279 Three Key Components Enabling the Personal Data Ecosystem 283 Frameworks: The Major Ecosystem Governance Mechanism 284 Volunteered Customer Information Service Characteristics 289 Personal Information as a Sovereign/Monetized Asset 291 Personal Data Ecosystem 294 Notes 304 About the Author 305 Index 307

Read more less

Book SynopsisMarketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place withinand value toan organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they've learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-makTable of ContentsPart I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 Learning Objectives 1 An Overview of Business Intelligence 1 Introduction to Marketing Intelligence 4 Marketing Research 7 Role of Marketing Research in Managerial Decision-Making 9 Factors that Influence Marketing Research Decisions 17 Use of Marketing Research 19 Ethics in Marketing Research 20 The Respondent’s Ethics and Rights 21 International Marketing Research 23 Summary 25 Questions and Problems 25 End Notes 26 Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27 Case 1-2: Best Buy on a Segmentation Spree 27 Case 1-3: Ethical Dilemmas in Marketing Research 29 2 Marketing Research in Practice 30 Learning Objectives 30 Information Systems Decision Support Systems and Marketing Research 31 Marketing Decision Support Systems 34 Suppliers of Information 37 Criteria for Selecting External Suppliers 43 Career Opportunities in Marketing Research 44 Summary 45 Questions and Problems 45 End Notes 45 Appendix: Marketing Research Jobs 46 3 The Marketing Research Process 47 Learning Objectives 47 Overview of the Marketing Research Process 47 The Preliminary Stages of the Marketing Research Process 48 Planning a New HMO 60 The International Marketing Research Process 62 Summary 66 Questions and Problems 66 End Notes 67 Case 3-1: A VideOcart Test for Bestway Stores 67 Case 3-2: Philip Morris Enters Turkey 69 4 Research Design and Implementation 71 Learning Objectives 71 Research Approach 73 Research Tactics and Implementation 79 Budgeting and Scheduling the Research Project 81 Research Proposal 83 Designing International Marketing Research 84 Issues in International Research Design 86 Summary 88 Questions and Problems 89 End Notes 89 Appendix: Errors in Research Design 90 Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91 Cases for Part I 95 Case I-1: Clover Valley Dairy Company 95 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 98 Learning Objectives 98 Secondary Data 99 Uses of Secondary Data 100 Benefits of Secondary Data 100 Limitations of Secondary Data 101 Internal Sources of Secondary Data 102 External Sources of Secondary Data 103 Census Data 109 North American Industry Classification System 111 Appraising Secondary Sources 112 Applications of Secondary Data 113 Sources of Secondary Data for International Marketing Research 117 Problems Associated with Secondary Data in International Research 117 Applications of Secondary Data in International Research 118 Summary 119 Questions and Problems 119 End Notes 120 Case 5-1: Barkley Foods 121 Case 5-2: Dell in Latin America? 122 6 Standardized Sources of Marketing Data 123 Learning Objectives 123 Retail Store Audits 124 Consumer Purchase Panels 125 Scanner Services and Single-Source Systems 128 Media-Related Standardized Sources 134 Applications of Standardized Sources of Data 136 Summary 138 Questions and Problems 138 End Notes 139 Case 6-1: Promotion of Rocket Soups 140 Case 6-2: Kerry Gold Products Ltd. 144 7 Marketing Research on the Internet 147 Learning Objectives 147 Current Trends in Web Usage 148 WWW Information for Marketing Decisions 149 The Internet and Marketing Research Today 154 The Internet and Marketing Research Developments 166 Issues and Concerns 167 Summary 169 Questions and Problems 169 End Notes 170 Case 7-1: Caring Children’s hospital 172 8 Information Collection: Qualitative and Observational Methods 173 Learning Objectives 173 Need for Qualitative Research 173 Qualitative Research Methods 174 Observational Methods 194 Recent Applications of Qualitative and Observational Methods 200 Summary 201 Questions and Problems 201 End Notes 202 Appendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204 Case 8-1: Mountain Bell Telephone Company 205 Case 8-2: U.S. Department of Energy (A) 207 Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 Learning Objectives 209 Information from Surveys 209 Sources of Survey Error 210 Methods of Data Collection 215 Factors Affecting the Choice of a Survey Method 216 Ethical Issues in Data Collection 220 Summary 222 Questions and Problems 222 End Notes 223 Case 9-1: Essex Markets 224 Case 9-2: More Ethical Dilemmas in Marketing Research 224 10 Information from Respondents: Survey Methods 226 Learning Objectives 226 Collecting Data 226 Surveys in the International Context 248 Summary 250 Questions and Problems 250 End Notes 252 Case 10-1: Roland Development Corp 253 11 Attitude Measurement 255 Learning Objectives 255 Attitudes 256 The Concept of Measurement and Scaling 257 Types of Attitude Rating Scales 260 General Guidelines for Developing a Multiple-Item Scale 271 Interpreting Attitude Scales 274 Choosing an Attitudinal Scale 275 Accuracy of Attitude Measurements 277 Scales in Cross-National Research 279 Summary 280 Questions and Problems 280 End Notes 281 Case 11-1: National Kitchens 282 12 Designing the Questionnaire 284 Learning Objectives 284 Planning What to Measure 285 Formatting the Question 287 Question Wording: A Problem of Communication 292 Sequence and Layout Decisions 297 Questionnaire Design for International Research 303 Summary 305 Questions and Problems 305 End Notes 309 Case 12-1: Wine Horizons 309 Case 12-2: Smith’s Clothing (A) 312 Section C: Causal Research 13 Experimentation 313 Learning Objectives 313 Descriptive versus Experimental Research 314 What Constitutes Causality? 315 Laboratory and Field Experiments 317 Threats to Experimental Validity 318 Issues in Experimental Research 320 Types of Experimental Designs 322 Guidelines for Conducting Experimental Research 336 Limitations of Experiments 337 Summary 339 Questions and Problems 339 End Notes 341 Case 13-1: Evaluating Experimental Designs 341 Case 13-2: Barrie Food Corporation 342 Section D: Sampling 14 Sampling Fundamentals 344 Learning Objectives 344 Sample or Census 344 Sampling Process 346 Probability Sampling 352 Nonprobability Sampling 357 Shopping Center Sampling 362 Sampling in the International Context 363 Summary 365 Questions and Problems 366 End Notes 368 Case 14-1: Exercises in Sample Design 369 Case 14-2: Talbot Razor Products Company 369 15 Sample Size and Statistical Theory 372 Learning Objectives 372 Determining the Sample Size: Ad Hoc Methods 373 Population Characteristics/Parameters 374 Sample Characteristics/Statistics 375 Sample Reliability 376 Interval Estimation 378 Sample Size Question 380 Proportions 381 Coefficient of Variation 383 Stratified Sampling 383 Multistage Design 386 Sequential Sampling 386 Summary 387 Questions and Problems 387 End Notes 389 Cases for Part II 390 Case II-1: Currency Concepts International 390 Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394 Part III Data Analysis 16 Fundamentals of Data Analysis 396 Learning Objectives 396 Preparing the Data for Analysis 397 Strategy for Data Analysis 401 Cross-Tabulations 405 Factors Influencing the Choice of Statistical Technique 407 An Overview of Statistical Techniques 409 Summary 414 Questions and Problems 414 End Notes 415 Appendix: Choice of a Statistical Package 415 17 Hypothesis Testing: Basic Concepts and Tests of Associations 416 Learning Objectives 416 The Logic of Hypothesis Testing 417 Steps in Hypothesis Testing 418 Basic Concepts of Hypothesis Testing 419 Cross-Tabulation and Chi-Square 422 Summary 431 Questions and Problems 431 End Notes 432 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433 18 Hypothesis Testing: Means and Proportions 435 Learning Objectives 435 Commonly Used Hypothesis Tests in Marketing Research 436 Relationship between Confidence Interval and Hypothesis Testing 439 Analysis of Variance (ANOVA) 440 The Probability‐Values (p‐Values) Approach to Hypothesis Testing 454 Effect of Sample Size and Interpretation of Test Results 455 Summary 456 Questions and Problems 456 End Notes 457 Case 18-1: American Conservatory Theater 458 Case 18-2: Apple Appliance Stores 459 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 461 Learning Objectives 461 Correlation Analysis 462 Regression Analysis 466 Summary 485 Questions and Problems 486 End Notes 488 Case 19-1: The Seafood Grotto 489 Case 19-2: Election Research Inc. 490 20 Discriminant Factor and Cluster Analysis 491 Learning Objectives 491 Discriminant Analysis 491 Multiple Discriminant Analysis 500 Summary of Discriminant Analysis 504 Factor and Cluster Analysis 504 Factor Analysis 505 Summary of Factor Analysis 516 Cluster Analysis 517 Summary of Cluster Analysis 527 Questions and Problems 527 End Notes 529 Case 20-1: Southwest Utility 529 Case 20-2: Store Image Study 530 21 Multidimensional Scaling and Conjoint Analysis 533 Learning Objectives 533 Multidimensional Scaling 533 Attribute‐Based Approaches 534 Summary of MDS 543 Conjoint Analysis 544 Summary of Conjoint Analysis 551 Questions and Problems 552 End Notes 553 Case 21-1: Nester’s Foods 554 Case 21-2: The Electric Truck Case 555 22 Presenting the Results 556 Learning Objectives 556 Guidelines for Successful Presentations 556 Written Report 562 Oral Presentation 566 Relationship with the Client 569 Summary 570 Questions and Problems 570 End Notes 570 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 571 Learning Objectives 571 New-Product Research 572 Pricing Research 582 Distribution Research 585 Promotion Research 591 Total Quality Management 601 Summary 606 Questions and Problems 607 End Notes 609 Case 23-1: National Chemical Corporation 610 Case 23-2: Hokey Pokey is Born in India 611 24 Brand and Customer Metrics 613 Learning Objectives 613 Competitive Advantage 613 Brand Equity 616 Customer Satisfaction 622 Contemporary Applications of Marketing Intelligence 628 Maximizing Customer Profitability 630 Summary 633 Questions and Problems 633 End Notes 633 25 New Age Strategies 635 Learning Objectives 635 Database Marketing 636 Relationship Marketing 645 E-Commerce 649 Mobile Marketing 652 Social Marketing 654 Experiential Marketing 658 Word-of-Mouth Marketing 659 Internet of Things 662 Bots and Artificial Intelligence 664 Blockchain 666 Summary 668 Questions and Problems 669 End Notes 669 Appendix A 673 A-1. Standard Normal Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are formed by Symmetry 673 A-2. χ 2 Critical Points 674 A-3. F Critical Points 676 A-4. Cut‐Off Points for the Student’s t‐Distribution 681 A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682 A-6. Output of Select Tables in SPSS 686 Glossary 699 Index 717

Read more less

Book SynopsisMarketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approachgrounded in the authors' 50 years' combined experience in the marketing research industryfeatures real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers. Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketiTable of ContentsPreface vii Acknowledgments ix 1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1 Marketing Research and Developing Market Insights 1 Marketing Research Defined 2 Importance of Marketing Research to Management 2 Understanding the Ever-Changing Marketplace 3 Social Media and User-Generated Content 3 Proactive Role of Marketing Research 4 Marketing Analytics Moves to the Forefront 4 The Research Process 4 Recognize the Problem or Opportunity 5 Find Out Why the Information is Being Sought 6 Understand the Decision-Making Environment with Exploratory Research 6 Use the Symptoms to Clarify the Problem 8 Translate the Management Problem into a Marketing Research Problem 9 Determine Whether the Information Already Exists 9 Determine Whether the Question Can Be Answered 10 State the Research Objectives 10 Research Objectives As Hypotheses 11 Marketing Research Process 11 Creating the Research Design 11 Choosing a Basic Method of Research 11 Selecting the Sampling Procedure 13 Collecting the Data 13 Analyzing the Data 13 Presenting the Report 14 Following Up 14 Managing the Research Process 14 The Research Request 14 Request for Proposal 15 The Marketing Research Proposal 16 What to Look for in a Marketing Research Supplier 17 Modifying the Research Process—Marketing Analytics, Big Data, and Unsupervised Learning 17 A Shifting Paradigm 18 What Motivates Decision Makers to Use Research Information? 18 Summary 19 Key Terms 19 Questions for Review & Critical Thinking 20 Working the Net 20 Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21 2 Secondary Data: A Potential Big Data Input 23 Nature of Secondary Data 23 Advantages of Secondary Data 24 Limitations of Secondary Data 25 Internal Databases 27 Creating an Internal Database 27 First, Second, and Third Party Data 27 Behavioral Targeting 28 Big Data 29 The Big Data Breakthrough 29 Making Big Data Actionable in Traditional Marketing Research Environments 30 Battle over Privacy 31 The Federal Trade Commission 32 State Data Privacy Laws 32 The General Data Protection Regulation 32 Summary 33 Key Terms 34 Questions for Review & Critical Thinking 34 Working the Net 34 Real-Life Research 2.1: The GDPR and American Small Business 34 3 Measurement to Build Marketing Insight 36 Measurement Process 36 Step One: Identify the Concept of Interest 37 Step Two: Develop a Construct 38 Step Three: Define the Concept Constitutively 38 Step Four: Define the Concept Operationally 38 Step Five: Develop a Measurement Scale 40 Nominal Level of Measurement 41 Ordinal Level of Measurement 41 Interval Level of Measurement 42 Ratio Level of Measurement 42 Step Six: Evaluate the Reliability and Validity of the Measurement 43 Reliability 45 Validity 47 Reliability and Validity—A Concluding Comment 51 Attitude Measurement Scales 51 Graphic Rating Scales 52 Itemized Rating Scales 53 Traditional One-Stage Format 55 Two-Stage Format 55 Rank-Order Scales 56 Paired Comparisons 56 Constant Sum Scales 56 Semantic Differential Scales 58 Stapel Scales 59 Likert Scales 60 Purchase-Intent Scales 62 Scale Conversions 64 Net Promoter Score (NPS) 65 Considerations in Selecting a Scale 66 The Nature of the Construct Being Measured 66 Type of Scale 67 Balanced versus Nonbalanced Scale 67 Number of Scale Categories 67 Forced versus Nonforced Choice 68 Summary 68 Key Terms 69 Questions for Review & Critical Thinking 70 Working the Net 70 Real-Life Research 3.1: PNC Bank Considers Changing Its Customer Satisfaction Measurement Scale 71 4 Acquiring Data Via a Questionnaire 73 Role of a Questionnaire 73 Criteria for a Good Questionnaire 74 Does It Provide the Necessary Decision-Making Information? 74 Does It Consider the Respondent? 75 Does It Meet Editing Requirements? 75 Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process 76 Step One: Determine Survey Objectives, Resources, and Constraints 77 Step Two: Determine the Data-Collection Method 78 Step Three: Determine the Question Response Format 78 Step Four: Decide on the Question Wording 81 Step Five: Establish Questionnaire Flow and Layout 84 Step Six: Evaluate the Questionnaire 87 Step Seven: Obtain Approval of All Relevant Parties 88 Step Eight: Pretest and Revise 88 Step Nine: Prepare Final Questionnaire Copy 88 Step Ten: Implement the Survey 88 Field Management Companies 89 Avoiding Respondent Fatigue 89 Intelligence Moves Into Questionnaire Coding 90 Conducting Surveys on Smartphones and Tablets 91 The Rapid Growth of Do-It-Yourself (DIY) Surveys 92 Summary 93 Key Terms 94 Questions for Review & Critical Thinking 94 Working the Net 95 Real-Life Research 4.1: Arrow Cleaners 95 5 Sample Design 99 Concept of Sampling 100 Population 100 Sample versus Census 101 Developing a Sampling Plan 101 Step One: Define the Population of Interest 101 Step Two: Choose a Data-Collection Method 104 Step Three: Identify a Sampling Frame 104 Step Four: Select a Sampling Method 104 Step Five: Determine Sample Size 106 Step Six: Develop Operational Procedures for Selecting Sample Elements 106 Step Seven: Execute the Operational Sampling Plan 106 Sampling and Nonsampling Errors 106 Probability Sampling Methods 107 Simple Random Sampling 107 Systematic Sampling 108 Stratified Sampling 109 Cluster Sampling 110 Nonprobability Sampling Methods 111 Convenience Samples 111 Judgment Samples 111 Quota Samples 112 Snowball Samples 112 Internet Sampling 112 Determining Sample Size 113 Determining Sample Size for Probability Samples 113 Budget Available 113 Rule of Thumb 114 Number of Subgroups Analyzed 114 Traditional Statistical Methods 115 Normal Distribution 115 General Properties 115 Basic Concepts 116 Making Inferences on the Basis of a Single Sample 118 Point and Interval Estimates 118 Sampling Distribution of the Proportion 119 Determining Sample Size 120 Problems Involving Means 120 Problems Involving Proportions 122 Determining Sample Size for Stratified and Cluster Samples 123 Sample Size for Qualitative Research 123 Population Size and Sample Size 124 Summary 125 Key Terms 126 Questions for Review & Critical Thinking 126 Working the Net 127 Real-Life Research 5.1: Insights Research Group (IRG) 127 6 Traditional Survey Research 129 Why Decision Makers Like Survey Research 129 Types of Errors in Survey Research 130 Sampling Error 130 Systematic Error 131 Types of Surveys 135 Door-to-Door Interviews 135 Executive Interviews 136 Mall-Intercept Interviews 136 Telephone Interviews 137 Self-Administered Questionnaires 138 Mail Surveys 139 Determination of the Survey Method 141 Sampling Precision 141 Budget 141 Requirements for Respondent Reactions 142 Quality of Data 142 Length of the Questionnaire 142 Incidence Rate 143 Structure of the Questionnaire 143 Time Available to Complete the Survey 143 Summary 144 Key Terms 144 Questions for Review & Critical Thinking 145 Real-Life Research 6.1: Do Consumers Like Chatbots? 145 7 Qualitative Research 146 Nature of Qualitative Research 146 Qualitative Research versus Quantitative Research 147 The Use of Qualitative Research 147 Limitations of Qualitative Research 148 Focus Groups 149 Popularity of Focus Groups 149 Conducting Focus Groups 150 Focus Group Trends 157 Benefits and Drawbacks of Focus Groups 158 Other Qualitative Methodologies 159 Individual Depth Interviews 159 Projective Tests 163 Summary 167 Key Terms 167 Questions for Review & Critical Thinking 167 Working the Net 168 Real-Life Research 7.1: A Sound Approach for the Sound 168 8 Online Marketing Research: The Growth of Mobile and Social Media Research 171 Using the Internet for Secondary Data 172 Online Qualitative Research 172 Online Bulletin Boards 172 Webcam and Streaming Technology Focus Groups 173 Using the Internet to Find Online Participants 174 Online Individual Depth Interviews (IDIs) 175 Online Survey Research 175 Advantages of Online Surveys 175 Disadvantages of Online Surveys 176 Tools for Conducting Online Surveys 177 Commercial Online Panels 178 Panel Recruitment 178 Open Recruitment 178 Closed Recruitment 179 Respondent Participation 179 Panel Management 180 Mobile Internet Research—The Future is Now 180 Advantages of Mobile 181 Designing a Mobile Survey 181 Social Media Marketing Research 182 Summary 182 Key Terms 183 Questions for Review & Critical Thinking 183 Working the Net 183 Real-Life Research 8.1: Shoppers Spending More In-Store Than Online 183 9 Primary Data Collection: Observation 185 Nature of Observation Research 185 Conditions for Using Observation 186 Approaches to Observation Research 186 Advantages of Observation Research 188 Disadvantages of Observation Research 189 Human Observation 189 Ethnographic Research 189 Mobile Ethnography 192 Mystery Shoppers 192 One-Way Mirror Observations 194 Machine Observation 194 Neuromarketing 194 Facial Action Coding Services (FACS) 197 Gender and Age Recognition Systems 199 In-Store Tracking 199 Television and Video Audience Measurement and Tracking 200 Symphony IRI Consumer Network 200 Tracking 201 Magazines Track Online Readers and Apply It Also to Print 201 Social Media Tracking 202 Virtual Reality and Augmented Reality Marketing Research 204 Summary 204 Key Terms 205 Questions for Review & Critical Thinking 205 Working the Net 206 Real-Life Research 9.1: Bausch & Lomb Fine-Tune the Details 206 10 Marketing Analytics 208 What is Marketing Analytics? 209 The Marketing Analytics Process 210 Getting the Data 210 Big Data Sources 210 Data from Traditional Sources 211 Organizing, Merging, and Using Big Data 212 Acting on Results of Analysis 212 Big Data 212 Background on Big Data Issues 212 How Does It Work? 213 Analyzing Data: Descriptive, Predictive, and Prescriptive Analytics 214 Descriptive Analytics 214 Predictive Analytics 214 Prescriptive Analytics 215 Advanced Analytical Methods 216 Data Mining 216 Machine and Deep Learning 219 Artificial Intelligence or AI 220 Data Visualization 224 Infographics 225 Marketing Dashboards 225 Privacy Issues 226 Privacy versus Customization 226 Summary 228 Key Terms 229 Questions for Review & Critical Thinking 229 Working the Net 230 Real-Life Research 10.1: Affiliated Parking Systems Looks to New Pricing Approach 230 11 Primary Data: Experimentation and Test Markets 231 What is an Experiment? 232 Demonstrating Causation 232 Concomitant Variation 233 Appropriate Time Order of Occurrence 233 Elimination of Other Possible Causal Factors 233 Experimental Setting 234 Laboratory Experiments 234 Field Experiments 234 Experimental Validity 234 Experimental Notation 235 Extraneous Variables 235 Examples of Extraneous Variables 236 Controlling Extraneous Variables 237 Experimental Design, Treatment, and Effects 238 Limitations of Experimental Research 239 High Cost 239 Security Issues 239 Implementation Problems 239 Selected Experimental Designs 240 Preexperimental Designs 240 True Experimental Designs 241 Quasi-Experiments 242 Test Markets 244 Types of Test Markets 245 Decision to Conduct Test Marketing 248 Steps in a Test Market Study 249 Summary 252 Key Terms 252 Questions for Review & Critical Thinking 253 Working the Net 254 Real-Life Research 11.1: Los Lobos Beer 254 12 Data Processing and Basic Data Analysis 255 Overview of Data Analysis Procedure for Survey Research 256 Step One: Validation and Editing of Paper Surveys 256 Validation 256 Quality Assurance for Internet Panels 257 Quality Assurance—Respondent Cooperation and Attention Issues 258 Special Issues with Big Data 260 Editing 260 Step Two: Coding 264 Coding Process 265 Automated Coding Systems and Text Processing 266 Intelligent Capture Systems 267 The Data Capture Process 268 Scanning 268 Step Four: Logical Cleaning of Data 269 Step Five: Tabulation and Statistical Analysis 269 One-Way Frequency Tables 269 Cross Tabulations 272 Death of Crosstabs? 274 Graphic Representations of Data 274 Line Charts 275 Pie Charts 275 Bar Charts 275 Descriptive Statistics 278 Measures of Central Tendency 278 Measures of Dispersion 279 Percentages and Statistical Tests 280 Summary 281 Key Terms 281 Questions for Review & Critical Thinking 282 Working the Net 284 Real-Life Research 12.1: Buzzy’s Tacos 284 13 Statistical Testing of Differences and Relationships 285 Evaluating Differences and Changes 286 Statistical Significance 286 Hypothesis Testing 287 Steps in Hypothesis Testing 288 Types of Errors in Hypothesis Testing 290 Accepting H0 versus Failing to Reject (FTR) H0 292 One-Tailed versus Two-Tailed Test 292 Example of Performing a Statistical Test 292 Commonly Used Statistical Hypothesis Tests 295 Independent versus Related Samples 295 Degrees of Freedom 295 Goodness of Fit 296 Chi-Square Test 296 Hypotheses about One Mean 299 t Test 299 Hypotheses about Two Means 300 Hypotheses about Proportions 302 Proportion in One Sample 302 Two Proportions in Independent Samples 303 Analysis of Variance (ANOVA) 305 p Values and Significance Testing 308 Summary 309 Key Terms 309 Questions for Review & Critical Thinking 310 Working the Net 311 Real-Life Research 13.1: Analyzing William D. Scott (WDS) Segmentation Results 312 14 More Powerful Statistical Methods 313 Data Scientist—Hot New Career 313 Bivariate Statistical Analysis 314 Bivariate Analysis of Relationships 314 Bivariate Regression 314 Nature of the Relationship 315 Example of Bivariate Regression 316 Correlation for Metric Data: Pearson’s Product–Moment Correlation 322 Multivariate Analysis Procedures 323 Multivariate Software 324 Multiple Regression Analysis 324 Applications of Multiple Regression Analysis 325 Multiple Regression Analysis Measures 326 Dummy Variables 327 Potential Use and Interpretation Problems 327 Multiple Discriminant Analysis 328 Applications of Multiple Discriminant Analysis 329 Cluster Analysis 330 Procedures for Clustering 330 Applications of Cluster Analysis 331 Factor Analysis 332 Factor Scores 332 Factor Loadings 334 Naming Factors 334 Number of Factors to Retain 335 Conjoint Analysis 335 Simulating Buyer Choice 335 Limitations of Conjoint Analysis 336 Neural Networks 337 Description of a Neural Network 337 How Neural Networks “Learn” 338 When Neural Networks Are Appropriate 338 Limitations of Neural Networks 338 Predictive Analytics 339 Using Predictive Analytics 339 Privacy Concerns and Ethics 341 Commercial Predictive Modeling Software and Applications 341 Summary 341 Key Terms 342 Questions for Review & Critical Thinking 343 Working the Net 345 Real-Life Research 14.1: Satisfaction Research for Pizza Pronto 345 15 Communicating Analytics and Research Insights 347 The Research Report 347 Organizing the Report 348 Format of the Report 349 Formulating Recommendations 349 Presenting the Results 355 Making a Presentation 356 Infographics 356 Presentations by Internet 358 Summary 358 Key Terms 359 Questions for Review & Critical Thinking 359 Working the Net 359 Real-Life Research 15.1: TouchWell Storefront Concept and Naming Research 359 Appendix A A-1 [Appendix B and C are available online at www.wiley.com/go/mcdaniel/marketingresearch12e] Endnotes N-1 Glossary G-1 QSR Survey QS-1 Index I-1

Read more less

Book SynopsisMichael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.Trade Review"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UKTable of ContentsPART I: MARKETING STRATEGY 1 1. Overview and Executive Summary 2. Marketing and Corporate Strategy 3. Marketing and Competition 4. Principles of Strategic Marketing Planning 5. Analytical Frameworks for Strategic Marketing 6. Marketing Intelligence Research for Marketing PART II: THE MARKETING APPRECIATION 7. Macro-environmental Analysis 8. Customer Analysis 9. Industry and Competitor Analysis 10. Internal (Self) Analysis 11. Matching – Putting it All Together 12. Market Segmentation PART III: MANAGING THE MARKETING MIX 13. The Marketing Mix 14. Product Service Policy and Management 15. Packaging and Design 16. Pricing Policy and Management 17. Distribution and Sales Policy 18. Integrated Marketing Communications 19. Branding PART IV: IMPLEMENTING MARKETING 20. Marketing in a Foreign Environment and Globalisation 21. Customer Care and Service 22. Developing a Marketing Culture 23. The (Short-term) Marketing Plan 24. Implementation and Control 25. Transformational Marketing.

Read more less

Book SynopsisJavier Marcos Cuevas is the Director of Custom Programmes, Executive Education and Senior Teaching Faculty at the University of Cambridge Judge Business School. His main areas of expertise and research are Professional Selling and Sales Management, Executive Education and Organizational Development. He has designed and delivered programmes globally and has also co-authored with Regis and Bill the book From Selling to Co-creating (BIS Publishers, 2014) and numerous academic and practitioner oriented articles and reports. Bill Donaldson is Research Professor of Marketing at Aberdeen Business School, Robert Gordon University, Aberdeen. His research interests are in selling, customer relationships and the management of sales operations.Régis Lemmens is the founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is also a professor in Sales and Sales Management and teaches at business schools in Belgium (Antwerp ManaTrade Review"A must-have book for students of sales management, lecturers and aspiring sales managers." - Peter Williams, Leeds Business School, Leeds Metropolitan University, UK "Professor Bill Donaldson, as always, offers a unique insight into selling and sales management. This book is a valuable resource for practitioners and students alike." - Dr Ken Le Meunier-FitzHugh, Birkbeck University of London, UK "This robust text describes the frameworks, principles and activities that underpin successful Sales Management today. Particularly welcome are the links to industry via case studies and observations of what sales organisations really do." - Tim Royds, Director, Highclere Sales Training and Consultancy "Professor Donaldson's updated text is a must for students on any marketing and management course. The principles of sales and marketing combined with excellent examples make this text an invaluable study guide." - Pauline A M Bremner, Aberdeen Business School, Robert Gordon University, UKTable of ContentsPART I: PRINCIPLES OF SALES MANAGEMENT 1. The role of selling and its development in the knowledge economy 2. Theories of buying and selling 3. Types of selling 4. Sales force organisation and deployment 5. Sales Leadership PART II: KEY PROCESSES IN SALES MANAGEMENT 6. Defining and implementing sales strategies 7. Selling in international markets 8. Key Account Management 9. Sales technology 10. Measuring sales performance PART III: SELLING AND SALES MANAGEMENT PRACTICES 11. Professional selling 12. Negotiation 13. Recruitment selection of sales professionals 14. Training, coaching and development 15. Forecast, target setting and compensation.

Read more less

Book SynopsisThis book is a guide to understanding the complex process of co-branding and explains the key factors of success to build this specific form of a partnership. It offer tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies.Table of ContentsAcknowledgements, Introduction, Part 1- Complete view of Brand Collaborations, Chapter 1. Collaborations between brands, When brands create together co-branded products, When brands claim together a common message, When brands provide together cross-sales promotions, When brands organize together events, When a retailer confers exclusive distribution to a brand, When brands collaborate to target employees, Interviews: H&M, LVR, Servaire agency, Chapter 2. Brand collaborations with artists, When brands create products with artists, When brands organize events with artists, When brands and artists collaborate to target employees, Interviews: Louis XIII, Kenzo, Bel, Chapter 3. Brand collaborations with celebrities, When brands create products with celebrities, When brands use celebrities to promote their products, Interviews: Puma, Lidl, Chapter 4. Brand collaborations with cultural organizations, When brands create products with cultural organizations, When brands exhibit in museums, concerts, operas, When brands and cultural organizations provide cross-sales promotions, Interviews: MoMa, Chapter 5. Brand collaborations with sports organizations, When brands support sports activities, When brands become a name for sports teams, places, competitions…, When brands create products with sports organizations, Interview: Peugeot, Sport agent, Chapter 6. Brand collaborations with NGOs, When brands create products for the benefit of NGOs, When brands claim their support to NGOs, Interviews: Kiehl’s, WWF, UNICEF, Chapter 7. Brand collaborations with territories, When brands look for territory of origin, When territories look for more attractivity, When brands conquer space, Interview: DS, Part 2- Keys and methods for successful brand collaborations, Chapter 8: Master the fundamentals’ brand management tools, Brand identity and brand meaning, Brand central core, Brand legitimacy, Chapter 9 : Ensure traditional keys of brand collaboration success, Complementarity between brands partners, Consistency between the co-branded practice and the brands partners, Unexpected marriage, Added value for consumers, Enrich the brand, How to avoid brand collaborations failures, Chapter 10 : Play with new keys of brand collaboration success, From products to values, From win-win approach to sharing the same goal, From storytelling to story-doing, From consistency to space of freedom, From short-term to long-term, Chapter 11 : Concretize a brand collaboration, Project Framework, Strategic recommendations, screening & profiling, Contacts & Project Scope, From negotiation to contract drafting, From project follow up to the collaboration comes alive, Conclusion, Index

Read more less

Book SynopsisThis book guides in the advocacy process, as well as in courses in consumer behaviour, political science and law. It defines the consumer interest in many dimensions in order to be able to evaluate the effects of agricultural marketing board regulatory activity on consumers.Table of Contents1. Defining the Consumer Interest 2. Consumerism and Consumerists 3. Business and Consumerism 4. Exchange and the Consumer Interest 5. Industrial Organization 6. Consumers and the Law 7. Consumers and the Political Process 8. A Consumer Policy Framework 9. Perspectives and Prospects

Read more less

Book Synopsis

Read more less

Book SynopsisEssentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities.  The authors'' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects.  A continuing case and corresponding data sets included.     Available with McGraw-Hill Connect and SmartBook 2.0. Table of ContentsPart 1: The Role and Value of Marketing Research Information Chapter 1: Marketing Research for Managerial Decision Making Chapter 2: The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3: Secondary Data, Literature Reviews, and Hypotheses Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches Chapter 5: Descriptive, Predictive and Causal Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6: Sampling: Theory and Methods Chapter 7: Measurement and Scaling Chapter 8: Designing the Questionnaire Part 4: Data Preparation, Analysis, and Reporting the Results Chapter 9: Qualitative Data Analysis Chapter 10: Preparing Data for Quantitative Analysis Chapter 11: Basic Data Analysis for Quantitative Research Chapter 12: Examining Relationships in Quantitative Research Chapter 13: Communicating Marketing Research Findings

Read more less

Book Synopsis

Read more less

Book SynopsisFor courses in Consumer Behavior. This package includes MyMarketingLab(TM) Beyond Consumer Behavior: How Buying Habits Shape Identity Solomon's Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as Dadvertising, Meerkating, and the Digital Self to maintain an edge in the fluid and evolving field of consumer behavior. This p

Read more less

Book SynopsisDr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.   Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC). Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents' Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numeroTable of Contents 1. Introduction to marketing research and insight 2. Defining the research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: determining sample size 16. Survey fieldwork 17. Social media research 18. Mobile research 19. Data integrity 20. Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22. Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26. Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating research findings 29. Business-to-business (b2b) marketing research 30. Research ethics, privacy and trust Glossary

Read more less

Book Synopsis

Read more less

Book SynopsisThis core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society's Diploma Module: The Principles of Market & Social Research.New to this Edition:- Expanded coverage of qualitative analysis, now with its own dedicated chapter- Fresh material on hot topics such aTrade ReviewThe book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text. * Shelton Giwa, De Montfort University, UK *An excellent and up-to-date book for up-to-date learners of market research. * Wei Shao, Griffith University, Australia *Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content. * Tamer Elsharnouby, Qatar University, Qatar *The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied. * Yi-Chun Ou, Leeds University, UK *This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires. * Naser Pourazad, Flinders University, Australia *Table of ContentsChapter 1: The role of marketing research and customer information in decision making Chapter 2: The marketing research process Chapter 3: Secondary data, customer databases and big data analytics Chapter 4: Collecting observation data and social media listening Chapter 5: Collecting qualitative data Chapter 6: Collecting quantitative data Chapter 7: Designing questionnaires Chapter 8: Sampling methods Chapter 9: Analysing qualitative data Chapter 10: Analysing quantitative data Chapter 11: Presenting the research results Marketing research in action: case histories.

Read more less

Book SynopsisIan Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.Trade Review"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society *"Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO *"While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies *"A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social *"Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat *"Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar *"Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research *"Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *Table of Contents Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: Planning a questionnaire; Chapter - 04: An overview of question types; Chapter - 05: Identifying types of data created by questions; Chapter - 06: Creating appropriate rating scales; Chapter - 07: Asking about behaviour; Chapter - 08: Measuring satisfaction, image and attitudes; Chapter - 09: Writing effective questions; Chapter - 10: Creating a questionnaire for an online survey; Chapter - 11: Engaging respondents in online surveys; Chapter - 12: Choosing online survey software; Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 14: Test piloting your questionnaire; Chapter - 15: Ethical issues in questionnaire design; Chapter - 16: Understanding social desirability bias; Chapter - 17: Designing questionnaires for multi-country surveys

Read more less

Book SynopsisIan Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.Trade Review"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society *"Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO *"While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies *"A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social *"Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat *"Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar *"Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research *"Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *Table of Contents Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: Planning a questionnaire; Chapter - 04: An overview of question types; Chapter - 05: Identifying types of data created by questions; Chapter - 06: Creating appropriate rating scales; Chapter - 07: Asking about behaviour; Chapter - 08: Measuring satisfaction, image and attitudes; Chapter - 09: Writing effective questions; Chapter - 10: Creating a questionnaire for an online survey; Chapter - 11: Engaging respondents in online surveys; Chapter - 12: Choosing online survey software; Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 14: Test piloting your questionnaire; Chapter - 15: Ethical issues in questionnaire design; Chapter - 16: Understanding social desirability bias; Chapter - 17: Designing questionnaires for multi-country surveys

Read more less

Book SynopsisStephanie Marsh (she/they) is a leading UX research professional, currently UX Research Operations Lead at Springer Nature based in London, UK. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events.

Read more less

Book SynopsisStephanie Marsh (she/they) is a leading UX research professional, currently UX Research Operations Lead at Springer Nature based in London, UK. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events.

Read more less

Book SynopsisGregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016. Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.Trade Review"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." * Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video) *"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism." * Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21 *"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." * Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing *Table of Contents Chapter - 00: Introduction: are you tuned in to Gen Z?; Chapter - 01: A true story of finding youth culture relevance; Chapter - 02: Gen Z: a sociological perspective; Chapter - 03: The five foundational truths of youth marketing; Chapter - 04: Aligning with youth culture in an era of individuality; Chapter - 05: Reveal insights and fuel ideation with Gen Z; Chapter - 06: The youth culture engagement playbook; Chapter - 07: Social strategies and tactical considerations; Chapter - 08: Content strategies and tactical considerations; Chapter - 09: Building community with Gen Z; Chapter - 10: A primer on social and influence media valuation; Chapter - 11: Conclusion: tune in to the frequency of Gen Z; Chapter - 12: Epilogue: stories from the youth marketing trenches; Chapter - 13: Glossary;

Read more less

Book SynopsisWhat happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone? The Long Tail is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the dema

Read more less

Book Synopsis

Read more less

Book SynopsisBusinesses of all sizes rely on research everyday to inform decisions, strategic plans, and operations. The tried-and-true methods and sources of research, from trusted periodicals and databases to personal interviews and face-to-face focus groups, have served the business community well for many years in delivering the information organizations need. However, over the last decade, Big Data, digital tools, and associated analytical services have burst onto the scene, changing the game for everyone playing. As both traditional and more modern methods have their merits, this 6 page laminated guide aims to compile trusted approaches, available resources, and helpful tips in conducting business research for any organization. Why Analyze Data? Business Research Types Useful Business Research Sites Research Information on Future Trends Surveys Focus Groups Sample Focus Group Moderator Guide Definitions & Language Online Focus Groups: Pros & Cons The World of Passive Data & Analytics Social M

Read more less