Marketing Research: Tools and Techniques / Edition 3

by Nigel Bradley

Overview

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 research preparation, 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 most appropriate 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 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 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 links

For registered adopters of the text:
PowerPoint presentation
Illustrations from the book

Product Details

ISBN-13:	9780199655090
Publisher:	Oxford University Press
Publication date:	05/08/2013
Edition description:	New Edition
Pages:	552
Product dimensions:	7.40(w) x 9.60(h) x 0.90(d)

About the Author

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

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