Advertising Methods Research And Practices

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Advertising: Methods, Research and Practices

Noprita Herari,Ulani Yunus,Santosh Swarnakar,Dr. Linie Darli,Suchivrat Arya,Aijaz Ahmad Mir,Md. Nuruddin Pier Shihab,Lakshita Pant,Dr. Shrinkhala Upadhyaya,Dr. Mona Gupta,Dr. Chetna Bhatia,Dr. Anjali Gupta,Manna Dey,Dr. Abhilasha R,Gadamsetty Surya,Manisha Khanal,Akshoy Kumar Das Chakravorty,Dr. Seema Shukla,Ms. Ashiqha Sultana,Dr. Jisha K,Saranya P S,Dr. Kongkona Dutta,Dr. Shafia Jan,Mohammad Azhar Ishaq,Ritika Sanwal,Vani Harpanahalli,Nagunuri. Srinivas,P. Ganesh Anand,Dr. Ravi Kant Vajpai,Dr. Alka Sanyal,Mr. Adarsh Kumar,Dr. Rachna Patel,Dr. Samuel Okechukwu Omeje,Buike Oparaugo,Dr. Obiora C. Igwebuike,Jyoti Dutta,Dr. Kuldeep Siwach,Alex Arghya Adhikari,Devaki V,Dr. Archana Sharma,Arpan Paul,Vimal Kr. Singh,Tran Minh Tung,Sanchita Chatterjee,Dr. Rohit Ganguly,Dr. Manpreet Kaur,Vaishali Sinha,Shailja Singh,Manishi Shriwas,Dr. C. M. Vinaya Kumar,Dr. Shruti Mehrotra,Dr. Reshmi Naskar,Sumedha Halder
Advertising Methods Research and Practices Book PDF

Author : Noprita Herari,Ulani Yunus,Santosh Swarnakar,Dr. Linie Darli,Suchivrat Arya,Aijaz Ahmad Mir,Md. Nuruddin Pier Shihab,Lakshita Pant,Dr. Shrinkhala Upadhyaya,Dr. Mona Gupta,Dr. Chetna Bhatia,Dr. Anjali Gupta,Manna Dey,Dr. Abhilasha R,Gadamsetty Surya,Manisha Khanal,Akshoy Kumar Das Chakravorty,Dr. Seema Shukla,Ms. Ashiqha Sultana,Dr. Jisha K,Saranya P S,Dr. Kongkona Dutta,Dr. Shafia Jan,Mohammad Azhar Ishaq,Ritika Sanwal,Vani Harpanahalli,Nagunuri. Srinivas,P. Ganesh Anand,Dr. Ravi Kant Vajpai,Dr. Alka Sanyal,Mr. Adarsh Kumar,Dr. Rachna Patel,Dr. Samuel Okechukwu Omeje,Buike Oparaugo,Dr. Obiora C. Igwebuike,Jyoti Dutta,Dr. Kuldeep Siwach,Alex Arghya Adhikari,Devaki V,Dr. Archana Sharma,Arpan Paul,Vimal Kr. Singh,Tran Minh Tung,Sanchita Chatterjee,Dr. Rohit Ganguly,Dr. Manpreet Kaur,Vaishali Sinha,Shailja Singh,Manishi Shriwas,Dr. C. M. Vinaya Kumar,Dr. Shruti Mehrotra,Dr. Reshmi Naskar,Sumedha Halder
Publisher : Sayak Pal
Page : 494 pages
File Size : 43,7 Mb
Release : 2024-05-25
Category : Antiques & Collectibles
ISBN : 9788196340254

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Advertising: Methods, Research and Practices by Noprita Herari,Ulani Yunus,Santosh Swarnakar,Dr. Linie Darli,Suchivrat Arya,Aijaz Ahmad Mir,Md. Nuruddin Pier Shihab,Lakshita Pant,Dr. Shrinkhala Upadhyaya,Dr. Mona Gupta,Dr. Chetna Bhatia,Dr. Anjali Gupta,Manna Dey,Dr. Abhilasha R,Gadamsetty Surya,Manisha Khanal,Akshoy Kumar Das Chakravorty,Dr. Seema Shukla,Ms. Ashiqha Sultana,Dr. Jisha K,Saranya P S,Dr. Kongkona Dutta,Dr. Shafia Jan,Mohammad Azhar Ishaq,Ritika Sanwal,Vani Harpanahalli,Nagunuri. Srinivas,P. Ganesh Anand,Dr. Ravi Kant Vajpai,Dr. Alka Sanyal,Mr. Adarsh Kumar,Dr. Rachna Patel,Dr. Samuel Okechukwu Omeje,Buike Oparaugo,Dr. Obiora C. Igwebuike,Jyoti Dutta,Dr. Kuldeep Siwach,Alex Arghya Adhikari,Devaki V,Dr. Archana Sharma,Arpan Paul,Vimal Kr. Singh,Tran Minh Tung,Sanchita Chatterjee,Dr. Rohit Ganguly,Dr. Manpreet Kaur,Vaishali Sinha,Shailja Singh,Manishi Shriwas,Dr. C. M. Vinaya Kumar,Dr. Shruti Mehrotra,Dr. Reshmi Naskar,Sumedha Halder Pdf

Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.

Using Qualitative Research in Advertising

Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Using Qualitative Research in Advertising Book PDF

Author : Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor
Publisher : SAGE
Page : 241 pages
File Size : 45,8 Mb
Release : 2011-10-31
Category : Business & Economics
ISBN : 9781412987240

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Using Qualitative Research in Advertising by Margaret A. Morrison,Eric Haley,Kim Bartel Sheehan,Ronald E. Taylor Pdf

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Qualitative Research Methods in Public Relations and Marketing Communications

Christine Daymon,Immy Holloway
Qualitative Research Methods in Public Relations and Marketing Communications Book PDF

Author : Christine Daymon,Immy Holloway
Publisher : Routledge
Page : 416 pages
File Size : 54,5 Mb
Release : 2010-09-13
Category : Business & Economics
ISBN : 9781136935022

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Qualitative Research Methods in Public Relations and Marketing Communications by Christine Daymon,Immy Holloway Pdf

The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Research Methods and Techniques in Public Relations and Advertising

Bayram Oğuz Aydın,Emine Sahin
Research Methods and Techniques in Public Relations and Advertising Book PDF

Author : Bayram Oğuz Aydın,Emine Sahin
Publisher : Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Page : 0 pages
File Size : 45,6 Mb
Release : 2017
Category : Advertising
ISBN : 3631718764

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Research Methods and Techniques in Public Relations and Advertising by Bayram Oğuz Aydın,Emine Sahin Pdf

The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Ta?k?ran, Nurdan Öncel
Handbook of Research on Effective Advertising Strategies in the Social Media Age Book PDF

Author : Ta?k?ran, Nurdan Öncel
Publisher : IGI Global
Page : 509 pages
File Size : 54,9 Mb
Release : 2015-02-28
Category : Business & Economics
ISBN : 9781466681262

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Handbook of Research on Effective Advertising Strategies in the Social Media Age by Ta?k?ran, Nurdan Öncel Pdf

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Digital Advertising

Shelly Rodgers,Esther Thorson
Digital Advertising Book PDF

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 592 pages
File Size : 52,8 Mb
Release : 2017-02-17
Category : Business & Economics
ISBN : 9781317225454

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Digital Advertising by Shelly Rodgers,Esther Thorson Pdf

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Practice of Advertising

Adrian Mackay
Practice of Advertising Book PDF

Author : Adrian Mackay
Publisher : Routledge
Page : 394 pages
File Size : 45,5 Mb
Release : 2007-03-30
Category : Business & Economics
ISBN : 9781136372452

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Practice of Advertising by Adrian Mackay Pdf

The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.

Advertising Research

Joel Davis
Advertising Research Book PDF

Author : Joel Davis
Publisher : Pearson
Page : 0 pages
File Size : 46,6 Mb
Release : 2012
Category : Advertising
ISBN : 0132128322

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Advertising Research by Joel Davis Pdf

In order to become a successful advertising professional, it's important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment. KEY TOPICS: The Nature and Process of Research; Research Ethics; Secondary Research; Sampling; Collecting Qualitative Insights; Focus Groups; Analysis of Qualitative Data; Data Collection through Observation: Human and Automated; Data Collection through Observation: Biometrics; Survey Research; Measurement; Asking Questions; Questionnaire Design; Experiments; Quantitative Data Analysis: Descriptive Statistics; Quantitative Data Analysis: Inferential Statistics; Segmentation; Brand Maps; Concept and Benefit Testing; Post-Production Advertising Testing and Optimization; Presenting Research MARKET: For professionals looking to increase their advertising knowledge and skills.

Mixed Method Research Design

S. Sreejesh,Sanjay Mohapatra
Mixed Method Research Design Book PDF

Author : S. Sreejesh,Sanjay Mohapatra
Publisher : Springer Science & Business Media
Page : 182 pages
File Size : 48,5 Mb
Release : 2013-11-19
Category : Business & Economics
ISBN : 9783319026879

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Mixed Method Research Design by S. Sreejesh,Sanjay Mohapatra Pdf

This book is a comprehensive guide to design and conduct the research in management-related field, such as marketing management and human resources management. It provides an overview of the real research conducted by authors throughout their careers and explains the important and growing research design used in management research-mixed method research design. Video tutorials are also included for complete qualitative data collection and data analysis. These videos are included to help readers understand the research and apply the techniques using the recommended software programs. Mixed Method Research Design: An Application in Consumer-Brand Relationships (CBR) begins with an introduction, providing background on the study including related literature in the areas of consumer-brand relationships, which helps the book to show how research questions and research objectives can be developed for the mixed method study. This is followed by a detailed explanation of the methodology, which establishes the ground rule for the study. Finally it takes look at the analysis and results of mixed method research study. Additionally the book examines the procedures of mixing of qualitative and quantitative paradigms in research both in terms of hypothesis development and testing. It helps readers understand how to design their research studies using mixed method design. It also demonstrates managerial implications, to help understand how mixed research design could be used to show contribution to the theory and practice.

Digital and Social Media Marketing

Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Digital and Social Media Marketing Book PDF

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 54,8 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Handbook of Qualitative Research Methods in Marketing

Russell W. Belk
Handbook of Qualitative Research Methods in Marketing Book PDF

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 52,9 Mb
Release : 2007
Category : Business & Economics
ISBN : 9781847204127

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Handbook of Qualitative Research Methods in Marketing by Russell W. Belk Pdf

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

PROCEEDINGS OF NATIONAL SEMINAR ON MULTIDISCIPLINARY RESEARCH AND PRACTICE VOLUME 1

Dr. M. Kanika Priya
PROCEEDINGS OF NATIONAL SEMINAR ON MULTIDISCIPLINARY RESEARCH AND PRACTICE VOLUME 1 Book PDF

Author : Dr. M. Kanika Priya
Publisher : JEC PUBLICATION
Page : 1217 pages
File Size : 41,6 Mb
Release : 2024-06-29
Category : Fiction
ISBN : 9789357495295

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PROCEEDINGS OF NATIONAL SEMINAR ON MULTIDISCIPLINARY RESEARCH AND PRACTICE VOLUME 1 by Dr. M. Kanika Priya Pdf

This Conference Proceedings of the National Seminar entitled “Multidisciplinary Research and Practice” compiled by Dr. M. Kanika Priya records various research papers written by eminent scholars, professors and students. The articles range from English literature to Tamil literature, Arts, Humanities, Social Science, Education, Performing Arts, Information and Communication Technology, Engineering, Technology and Science, Medicine and Pharmaceutical Research, Economics, Sociology, Philosophy, Business, Management, Commerce and Accounting, Teacher Education, Higher Education, Primary and Secondary Education, Law, Science (Mathematics, Physics, Chemistry, Zoology, Botany), Agriculture and Computer Science. Researchers and faculty members from various disciplines have contributed their research papers. This book contains articles in Three languages, namely: English, Tamil and Hindi. As a editor Dr. M. Kanika Priya has taken up the tedious job of checking the validity and correctness of the research work in bringing out this conference proceedings in a beautiful manner. In its present shape and size, this anthology will, hopefully, find a place on the library shelves and enlighten the academics all round the world.

Marketing Research Methods

Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Marketing Research Methods Book PDF

Author : Mercedes Esteban-Bravo,Jose M. Vidal-Sanz
Publisher : Cambridge University Press
Page : 883 pages
File Size : 41,6 Mb
Release : 2021-01-28
Category : Business & Economics
ISBN : 9781108834988

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Marketing Research Methods by Mercedes Esteban-Bravo,Jose M. Vidal-Sanz Pdf

Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.

Essentials of Marketing Research

Kenneth E. Clow,Karen E. James
Essentials of Marketing Research Book PDF

Author : Kenneth E. Clow,Karen E. James
Publisher : SAGE
Page : 521 pages
File Size : 42,8 Mb
Release : 2013-01-09
Category : Business & Economics
ISBN : 9781412991308

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Essentials of Marketing Research by Kenneth E. Clow,Karen E. James Pdf

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.

Leading Edge Marketing Research

Robert J. Kaden,Gerald Linda,Melvin Prince
Leading Edge Marketing Research Book PDF

Author : Robert J. Kaden,Gerald Linda,Melvin Prince
Publisher : SAGE Publications
Page : 505 pages
File Size : 40,6 Mb
Release : 2011-11-09
Category : Business & Economics
ISBN : 9781452285788

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Leading Edge Marketing Research by Robert J. Kaden,Gerald Linda,Melvin Prince Pdf

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and where researchers are valued for solving weighty problems and minimizing risks. The authors offer rich, new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.