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9780199281961

Marketing Research Tools and Techniques

by
  • ISBN13:

    9780199281961

  • ISBN10:

    0199281963

  • Format: Paperback
  • Copyright: 2007-03-01
  • Publisher: Oxford University Press
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List Price: $80.00

Summary

Marketing Research: tools and techniques balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. Real research tools and examples of mishandled practice encourage students to think analytically and critically.Based on the author's original marketing research mix, the text is organised around the issues of Purpose, Population, Procedure, and Publication. Topics covered address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis,and reporting and presentation. The final section takes a unique approach looking at services offered by marketing research, such as business to business, advertising research, and social research, thereby providing further scope for exploring the depths of the subject.

Author Biography

Nigel Bradley is a Senior Lecturer in Marketing at the University of Westminster.

Table of Contents

Research Preparation
Introduction to Marketing Research
Planning research
Data Collection
Secondary Research
Primary Research
Sampling
Questionnaires and Topic Guides
Qualitative Research
Quantitative Research
Analysis and Communication
Analysis
Reporting and Presentation
Marketing Research Applications
Business to Business Research
International Research
Audience Research
Advertising Research
Social Research
Table of Contents provided by Publisher. All Rights Reserved.

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