Marketing Research: Tools and Techniques
Author:   Nigel Bradley
Publisher:   Oxford University Press
Edition:   2nd Revised edition
ISBN:  

9780199564347


Pages:   560
Publication Date:   11 February 2010
Replaced By:   9780199655090
Format:   Paperback
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Our Price $211.07 Quantity:  
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Marketing Research: Tools and Techniques


Overview

The second edition of Marketing Research: Tools and Techniques provides 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 centre providing additional resources for both students and lecturers. For lecturers: Teaching activities Case studies Solutions to cases in the book PowerPoint slides Illustrations from the book Student resources: Online version of Market Researcher's Toolbox Multiple choice questions Web links Questionnaire wizard Online version of Market Researcher's Toolbox CIM/MRS mapping

Full Product Details

Author:   Nigel Bradley
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Edition:   2nd Revised edition
Dimensions:   Width: 18.90cm , Height: 2.20cm , Length: 24.70cm
Weight:   1.189kg
ISBN:  

9780199564347


ISBN 10:   0199564345
Pages:   560
Publication Date:   11 February 2010
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9780199655090
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

PART ONE: RESEARCH PREPARATION; 1. Introduction to marketing research; 2. Planning research; PART TWO: DATA 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 and presentation; PART FOUR: MARKETING RESEARCH CONTEXTS; 11. Business-to-business research; 12. International Research; 13. Audience and Advertising Research; 14. Social Research; 15. Online Research

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Author Information

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.

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