This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

The study of the senses encompasses a range of approaches from the social sciences and humanities. Anthropology, in particular, turns our attention away from previous considerations of the senses as biologically determined and universally fixed, to more interactive, adaptable and fluid concepts...

Theoretical underpinnings for market sensing -- Market sensing and qualitative research : context, philosophy, approach, and strategy / David Longbottom -- The qualitative research process part one : strategy, planning, and data collection / David Longbottom -- The qualitative research process...

Acknowledgment -- Consumer analytics : fuzzy applications -- A new perspective on RFM analysis / Mohammad Hasan Aghdaie, Parham Fami -- A novel approach to segmentation using customer locations data and intelligent techniques / Baar Öztayi, Ugur Gokdere, Ms. Esra Nur Simsek, Ceren Salkin Oner...

Preface -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Defining the marketing research problem and developing a research approach -- Research design -- Secondary data collection and analysis -- Internal secondary data and analytics -- Qualitative...