Leading Edge Marketing Research

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. 

  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 market