Marketing Research: tools and techniques - Softcover

Bradley, Nigel

Softcover

ISBN 10: 0199564345 ISBN 13: 9780199564347

Publisher: OUP Oxford, 2010

Synopsis

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

About this title

About the Author:

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.

About this edition

• Publisher: OUP Oxford
• Publication date: 2010
• ISBN 10: 0199564345
• ISBN 13: 9780199564347
• Binding: Paperback
• Edition number: 2
• Number of pages: 560