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

Combining Data Mines and Attitude Research

Combining data mines and attitude research
PaulGurwitz, Renaissance Research & Consulting, Inc.

Introduction

Historically, market researchers have had access to data from two principal sources:

  • Data from surveys of representative samples of the market for a given product or ...
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