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Marketing Research: Tools and Techniques, by Nigel 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 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
- Sales Rank: #1706172 in eBooks
- Published on: 2013-03-07
- Released on: 2013-03-07
- Format: Kindle eBook
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
useful!
By Aina Nadzir
Very good to learn n refer to on tools n techniques for research
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