Description

Book Synopsis
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 issu

Table of Contents
PART 1 RESEARCH PREPARATION; PART 2 DATA COLLECTION; PART 3 ANALYSIS AND COMMUNICATION; PART 4 MARKETING RESEARCH CONTEXTS

Marketing Research Tools and Techniques

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    A Paperback / softback by Nigel Bradley

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      Book details

      Publisher Oxford University Press
      Published 7 March 2013
      ISBN-13 9780199655090
      978-0199655090
      ISBN-10 019965509X
      Also in:
      Business, Finance & Law Market research

      Description

      Book Synopsis
      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 issu

      Table of Contents
      PART 1 RESEARCH PREPARATION; PART 2 DATA COLLECTION; PART 3 ANALYSIS AND COMMUNICATION; PART 4 MARKETING RESEARCH CONTEXTS

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