Leading Edge Marketing Research: 21st-Century Tools and Practices - Softcover

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.