Marketing Research: Tools and Techniques

Paperback | April 14, 2013

byNigel Bradley

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Building on the success of the previous editions, the third 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 researchpreparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are mostappropriate for particular types of research. The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range ofpedagogical 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 which offers the following resources for students and lecturers:For students: * Multiple choice questions* Questionnaire wizard* Online version of Market Researcher's Toolbox* Link to clips of author summarising contents of each chapter on YouTube* Web linksFor registered adopters of the text:* PowerPoint presentation* Illustrations from the book

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From the Publisher

Building on the success of the previous editions, the third 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 researchpreparation, data collection, analysis and commu...

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

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Kobo ebook|Oct 23 2013

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Format:PaperbackDimensions:512 pagesPublished:April 14, 2013Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:019965509X

ISBN - 13:9780199655090

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Table of Contents

Part 1 Research preparation1. Introduction to marketing research2. Planning researchPart 2 Data collection3. Secondary data4. Primary data5. Sampling6. Questionnaires and topic guides7. Qualitative research8. Quantitative researchPart 3 Analysis and communication9. Analysis10. Reporting and presentationPart 4 Marketing research contexts11. Business-to-business research12. International research13. Audience and advertising research14. Web metrics