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Product Description
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
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Most Helpful Customer Reviews
Format:Paperback
I come form the web analytics industry - which is essentially "online marketing research", so I was interested to read this book on the subject in more broader terms.
Pretty much the A-Z on the subject, this could have been as dull as reading a dictionary. However, the well structured and digestible format made it engaging. Its very easy to read and written in a light hearted way. I particularly liked the case studies which put the theory into context. Definitely 5 stars.
Pretty much the A-Z on the subject, this could have been as dull as reading a dictionary. However, the well structured and digestible format made it engaging. Its very easy to read and written in a light hearted way. I particularly liked the case studies which put the theory into context. Definitely 5 stars.
Format:Paperback
Nigel Bradley's book Marketing Research tools and techniques should be on all market researchers' book shelves. It is a cornucopia of essential information to get you started, insights into the world of market research as it happens today, and visions of the future and how the digital age will revolutionise the way we do business.
This is the second edition of the book, but this time there is an Online Resource Centre with it, so if you are a research student or an executive swotting for a Market Research Society qualification, there are extra exercises and questions to answer so that you can hone your skills.
It is a simply written book but well laid out, covering every gamut of research today. Written in an affable style, the book has something for everyone - and not just researchers; it is equally relevant to marketers who need to understand how to use market research and what the implications are. The book is enhanced by all sorts of means - "Opening snapshots" giving context, "Research in Focus" showing how research is applied in practice, "Common Mistakes" boxes, "Ethical Insight" boxes, "Case Studies" giving situational analyses of research situations as well as questions for discussion, further reading and masses of useful web links.
This is a terrific book. If you are doing anything with market research, get it, it's worth every penny.
This is the second edition of the book, but this time there is an Online Resource Centre with it, so if you are a research student or an executive swotting for a Market Research Society qualification, there are extra exercises and questions to answer so that you can hone your skills.
It is a simply written book but well laid out, covering every gamut of research today. Written in an affable style, the book has something for everyone - and not just researchers; it is equally relevant to marketers who need to understand how to use market research and what the implications are. The book is enhanced by all sorts of means - "Opening snapshots" giving context, "Research in Focus" showing how research is applied in practice, "Common Mistakes" boxes, "Ethical Insight" boxes, "Case Studies" giving situational analyses of research situations as well as questions for discussion, further reading and masses of useful web links.
This is a terrific book. If you are doing anything with market research, get it, it's worth every penny.
Format:Paperback
Nigel Bradley's, Marketing research text book is informative, enjoyable and easy to understand text, that is an excellent source of guidance for students who are studying marketing research as an introductory module. Its overall presentation of the book is pleasing to the eye with its colour coded chapters making it easier to find the relevant chapters makes the book easier to digest for students.
Also with a copious amount of case studies, diagrams, tables and illustrations, this book is not only interesting but makes understanding of market research enjoyable. The language of the book is plain and simple to understand, and the content of each chapter is consolidated in an end of chapter summary, and to further test the knowledge gained there are review questions too. The content of the book explores area occur in professional research marketing agencies, such as data collection, data analysis and also how to communicate your findings, these topics are all extremely helpful in understanding the context of marketing research. A well recommended book.
This book also has an interactive aspect to it too, if there is something you are not sure of you can visit an online resource centre which helps maximise learning. This is done through helping readers to understand and create their own market research surveys and offering a series of web links organised chapter by chapter that informs you of the latest development of marketing research within professional marketing research agencies, illustrating how marketing research works in everyday life.
Also with a copious amount of case studies, diagrams, tables and illustrations, this book is not only interesting but makes understanding of market research enjoyable. The language of the book is plain and simple to understand, and the content of each chapter is consolidated in an end of chapter summary, and to further test the knowledge gained there are review questions too. The content of the book explores area occur in professional research marketing agencies, such as data collection, data analysis and also how to communicate your findings, these topics are all extremely helpful in understanding the context of marketing research. A well recommended book.
This book also has an interactive aspect to it too, if there is something you are not sure of you can visit an online resource centre which helps maximise learning. This is done through helping readers to understand and create their own market research surveys and offering a series of web links organised chapter by chapter that informs you of the latest development of marketing research within professional marketing research agencies, illustrating how marketing research works in everyday life.
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