Marketing Research

Tools and Techniques

Nigel Bradley

540 pages, parution le 08/01/2007

Ajouter à une liste

Indisponible

Résumé

Provides a balance between the theoretical and practical sides of marketing research, showing students how to "do" market research, and encouraging them to be analytical and critical in their thinking.
Include real research tools - genuine briefs and proposals from industry - and examples of poor or mishandled research practice, demonstrating what is 'unacceptable' in marketing research and not just what is exemplary.
Bridges the gap between introductory texts and those taking a more rigorous, theoretical approach. This ensures that students engage with the issues involved in marketing 3esearch and presents material in an accessible manner.
An Online Resource Centre accompanies the text providing resources for both students and lecturers. Resources comprise advice for lecturers, PowerPoint slides, extra case material, web exercises and weblinks.
Visually appealing, 4-colour text with photographs.

Marketing Research: tools and techniques balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. Real research tools and examples of mishandled practice encourage students to think analytically and critically.

Based on the author's original marketing research mix, the text is organised around the issues of Purpose, Population, Procedure, and Publication. Topics covered address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, and reporting and presentation. The final section takes a unique approach looking at services offered by marketing research, such as business to business, advertising research, and social research, thereby providing further scope for exploring the depths of the subject.

Readership: Undergraduates, MBA, and Masters level students studying Market Research modules on Marketing or Business degrees.

Sommaire

Research Preparation
- Introduction to Marketing Research
- Planning research
Data Collection
- Secondary Research
- Primary Research
- Sampling
- Questionnaires and Topic Guides
- Qualitative Research
- Quantitative Research
Analysis and Communication
- Analysis
- Reporting and Presentation
Marketing Research Applications
- Business to Business Research
- International Research
- Audience Research
- Advertising Research
- Social Research

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Oxford University Press
Auteur(s)	Nigel Bradley
Parution	08/01/2007
Nb. de pages	540
Format	19 x 25
Couverture	Broché
Poids	1190g
Intérieur	Quadri
EAN13	9780199281961
ISBN13	978-0-19-928196-1