"This practical introduction to audience research shows students that conducting consumer research is not only a … plan for and complete a research projects from the initial RFP to the final presentation of findings." …

Marketing activities nowadays frequently involve personalizing product offers to consumers' individually …

We examine innovative contexts like scientific research or technical R&D where agents must search across many potential … exploration and lower individual and group payoffs. We test our predictions in an online lab experiment and show that the … research illustrates our framework in a real-world setting: data on moderately promising genetic targets delays valuable …