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Marketing research - Methodology --- Market research --- Marketing research

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"Consumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than market to them as a specific subculture. Male or female, work or play, online or offline, These and other market categories are no longer relevant as modern consumers defy traditional boundaries and identify as members of multiple subcultures. The New Chameleons reveals how to engage with this new generation and how to stand out among the competition. Global consumer behavior expert Michael R. Solomon directs marketers to move beyond their traditional categories and communicate with consumers as individuals rather than as a market segment. He explains how traditional marketing is based on the assumption of boundaries between us and them, the individual and the collective, producer and consumer, work and play, humans vs. computers, and editorial vs. commercial. He then shows how those boundaries are blurring: people identify with members of multiple subcultures; individuals seek collective advice before making a purchase; consumers no longer distinguish between purchases online or in-store; consumer generated content becomes the norm; gender identity is fluid; gamification strategies turn work into play; and identity marketing becomes more popular. Combining history, data, experience and examples, The New Chameleons is written for every marketer (or reader) who wants to offer products and services that resonate with consumers now and in the future"--

Consumer behavior. --- Marketing research. --- Consumers.

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"The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item measures used in scholarly studies of consumer behavior. This volume picks up where the previous volume ended and has reviews of 400 scales that were reported in top marketing journal articles published in 2018 and 2019. These scales are new to the series and were not in any of the previous volumes. Each review provides the scale items (questions, statements, or semantic differentials) as well as information about the scale's origin, previous users, and measurement quality. The bulk of the scales in this book involve topics typical to the series such as brands, advertising, stores, purchasing, and pricing. Measures of other topics in this volume have to do with a variety of other topics including investing and other aspects of personal finance, love and romance, health, relationships, responsibilities, salespeople, donating, self-efficacy, social media, reality, superiority, threats, and touch. As with the rest of the series, this book is a unique and valuable resource for researchers in a variety of fields who want tested and reliable measures of attitudes, emotions, or traits for their studies of consumers or other groups of respondents such as viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees, members, or administrators ... " --

Marketing research --- Scaling (Social sciences) --- Statistical methods

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"This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis. Big data. Neuroscientific techniques and physiological measures. Voice prints. Human-computer interaction. Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice"--

Marketing research. --- Market research --- Marketing --- Markets --- Research --- Research, Industrial

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La 4e de couv. indique : "Le marketing research est un des sujets fondamentaux du marketing. Cet ouvrage collectif dresse un panorama des différents concepts et méthodes relatifs à la collecte et au traitement des données, tant qualitatitves que quantitatives, en tenant compte du nouveau context de transformation digitale. Cet ouvrage permet en particulier de : vous accompagner dans les principales étapes de conception de votre étude ou de votre recherche ; présenter en détail les différentes approches méthodologiques, les méthodes de collecte de données ainsi que les méthodes d'analyse possibles ; découvrir de nombreux exemples concrets afin de mieux comprendre les méthodes présentées. Conçu dans le souci constant de confronter la théorie aux besoins et aux pratiques des acteurs du marché, vous n'aurez plus qu'à concevoir votre projet, à collecter et à analyser vos données, en suivant l'ensemble des recommandations fournies."

Marketing research --- Marketing --- Recherche --- Enquêtes économiques. --- Techniques quantitatives de gestion. --- Economic surveys --- Management science --- Recherche. --- Handbooks, manuals, etc. --- Marketing - Recherche