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9780199564347

Marketing Research: Tools and Techniques

by
  • ISBN13:

    9780199564347

  • ISBN10:

    0199564345

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2010-04-12
  • Publisher: Oxford University Press
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Summary

The second edition ofMarketing Research: Tools and Techniquesprovides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The text covers the basic tools of marketing research and evaluates the most appropriate techniques available when deciding the type of research to carry out. Supported by a wealth of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject. The book is accompanied by a comprehensive online resource center providing additional resources for both students and instructors. For Instructors: Teaching activities Case studies Solutions to cases in the book PowerPoint slides Illustrations from the book For Students: Multiple choice questions Web links Questionnaire wizard Online version of Market Researcher's Toolbox CIM/MRS mapping

Author Biography


Nigel Bradley is a Senior Lecturer in Marketing at the University of Westminster and a freelance marketing research consultant. He has worked and studied in the UK, France and Italy.

Table of Contents


Part One: Research Preparation
1. Introduction
2. Planning research
Part Two: Collection
3. Secondary Data
4. Primary Data
5. Sampling
6. Questionnaires and Topic Guides
7. Qualitative Research
8. Quantitative Research
Part Three: Analysis and Communication
9. Analysis
10. Reporting
Part four: Research Contexts
11. Business to Business
12. International Research
13. Audience and Advertising Research
14. Social Research
15. Online Research

Supplemental Materials

What is included with this book?

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