Table of Contents

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

About the Author

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

Bob has worked extensively in the retail, banking, credit card, food, consumer package goods, health care, educational, toy, technology and direct marketing industries. He has been involved in more than 3,500 focus-group and survey studies and has pioneered many unique quantitative and qualitative market research approaches.

Over the years, he has written numerous articles on marketing research and new product development approaches for a variety of business websites and professional journals. He speaks frequently to business and university audiences on a wide range of research topics, with particular attention to the "Guerrilla" approach to marketing research. He has lectured widely and conducted numerous virtual seminars. His speaking engagements have taken him to many U.S. cities, as well as London, Paris and Moscow, where he addressed audiences on the use of attitude research in the direct marketing industry as well as on the application of creative problem-solving principles to marketing research problems. Additionally, he has taught as adjunct professor in the Medill Graduate Program at Northwestern University.

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



Mr. Linda received a BS in Business Administration and a MBA at Northeastern University, Boston. He received the Candidate in Philosophy degree from the University of Michigan for completing his doctoral course work. He is a frequent writer, whose thinking has appeared dozens of times in refereed (Journal of Marketing Research, Journal of Advertising Research, Views, the Journal of the Qualitative Research Consultants Association), trade and professional publications. And he has made over 100 presentations and speeches at professional and trade association meetings and conferences. He is on the marketing faculty of the American Management Association and has served on the faculty of the American Marketing Association’s School for Marketing Research. He also serves on the editorial review board for the Journal of Current Issues in Research and Advertising.

Melvin Prince holds a Ph.D. degree from Columbia University. He is a professor of marketing at Southern Connecticut State University. He teaches graduate courses in marketing research, consumer behavior and advertising. Past academic appointments include teaching and research positions at Brandeis University, Fordham University, Pace, Iona College and Quinnipiac University.

Dr. Prince is also President of Prince Associates and provides analytic counsel to research companies and their clients. He spearheaded the research and development of the instant coupon machine, a breakthrough in-store promotional device. His previous industry experience includes marketing research directorships at advertising agencies, manufacturing companies and the media. He worked in this capacity for BBDO and Marsteller agencies, National Brand Scanning, J. B. Williams, M &M’s Candies, and Scholastic Magazines. He is a member of the American Marketing Association, American Statistical Association, Association for Consumer Research, and the Society for Consumer Psychology, a division of the American Psychological Association.

He has delivered addresses before the Advertising Research Foundation, the Association of National Advertisers and the Market Research Council. He has written three books, including Consumer Research for Management Decisions. His articles have previously appeared in such journals as Journal of Business Venturing, Journal of Economic Psychology, Business Horizons, Business Strategy Review, Journal of Advertising and Journal of Advertising Research. A major theme of his articles include cutting edge issues in research methodology, such as the reliability of positioning studies, innovative approaches to focus groups, and potentials of mixed methods studies. He is a member of the editorial board of the Journal of Business Research.