| Description | | - 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.
- Includes 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 research 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.
| Authors, editors,
and contributors |
Nigel Bradley, Senior Lecturer in Marketing, University of Westminster
|
The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
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Jacket images are provisional and liable to change before publication.
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