...Anthony Patino; Dennis A. Pitta; Ralph Quinones Purpose The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research. Design/methodology/approach The paper's approach is an analysis of the existing social marketing literature and industry...

... group response rate). Thomas L. Powers can be contacted at: tpowers@uab.edu © Emerald Group Publishing Limited 2009 Market research Market surveys Customer satisfaction Demographics An executive summary for managers and executive readers can be found at the end of this article...

... Group Publishing Limited 2008 --> Profit Market research Marketing decision making Your Gut Is Still Not Smarter than Your Head serves as a great refresher for marketing professionals. Although Kevin Clancy and Peter Krieg do not present anything that professors...

.../approach The discussion of neuromarketing in this paper is based on reports of both a theoretical and applied nature. Their contents have been synthesized and placed into context by showing how they relate to traditional marketing research approaches and assumptions. Findings While...

...Janis Dietz Mary   Brown and Carol   Orsborn . Boom . New York, NY : AMACOM   2006 . 256 pp. , ISBN: 0‐8144‐7390‐3   $24   www.amacombooks.org © Emerald Group Publishing Limited 2007 --> Baby boomer generation Niche marketing Market research If you...

..., a certain hairstyle can be considered as innovative because of a new and different social meaning attached to it (Mowen and Minor, 1998). Marketing theory International marketing Market research Culture Thailand An executive summary for managers and executive readers can be found at the end...

... basic model of CRM. They also include a blueprint for CRM that delineates the characteristics of high performers of the practice. Chapters 5 and 6 are technical discussions of tools and techniques for market researchers and IT professionals. The authors urge researchers to “consider their role...

...Kristin McGillicuddy Robert   Duboff and Jim   Spaeth . Market Research Matters . New York, NY : John Wiley & Sons   2000 . 312 pp. Market research Strategic planning Organizational change In the end, the book details how one might strategically...

... (Chapter 13). Richard C.   Maddock . Motigraphics: The Analysis and Measurement of Human Motivation in Marketing . Westport, CT : Quorum Books   January 2000 . 320 pp. , ISBN: 1‐56720‐284‐5   $69.50 (hardback) Consumer marketing Consumer behaviour Market research...

... and wisdom. Essentially, the book offers two golden rules and two corresponding marketing techniques: 1 Only try to sell a product that the customer wants to buy, to which market research is the key. 2 Try to sell the customer just a little bit more than they want to buy, using technology...

... (1992) and others(Dold, 1991 ; Eisenhart, 1989 ; Garfield, 1991a ; 1991b) note the following broad types of corporate behaviors communicated in environmentally‐themed corporate advertisements: Advertising Consumer attitudes Corporate image Environment Grants Market research Product...

... as a case example. Concludes that content analysis yields insights on how to integrate a product visually with its consumers to produce advertising that embodies relative values. © MCB UP Limited 1992 Advertising Consumer behaviour Market research Marketing strategy Methodology Perfume...

... methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers. © MCB UP Limited 1991 Age groups Market research Market segmentation IDENTIFYING MATURE SEGMENTS Paula Fitzgerald...

... Demographics Gender Market research Market segmentation CONTEMPORARY WOMEN'S EVALUATION OF FEMALE ROLE PORTRAYALS IN ADVERTISING John B. Ford Michael S. LaTour William J. Lundstrom With increasing social awareness of the portrayal of women in today's advertising, this study uses an upscale female sample...

...Randall G. Chapman Describes an approach that assists decision makers and market research analysts in problem‐definition in market research studies. Examines the two‐stage process of formulating an explicit research objective and developing a series of research questions to achieve that objective...

...Daniel Seymour Considers the dichotomy of soft data/hard data that exists in traditional market research. Argues that by developing a long‐run orientation and a pluralistic approach to research designs, soft data and hard data can be combined in complementary ways, and cites a recent case example...

... that decision‐framing of alternatives has a substantial impact on the choice among alternatives, even when relevant objective information remains invariant. © MCB UP Limited 1989 Consumer behaviour Decision making Market research DECISION-FRAMING HELPS MAKE THE SALE Scot Burton Laurie A. Babin...