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Marketing Research: tools and techniques [Paperback]

Nigel Bradley
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Table of Contents

PART ONE: RESEARCH PREPARATION; 1. Introduction to marketing research; 2. Planning research; PART TWO: DATA COLLECTION; 3. Secondary Data; 4. Primary Data; 5. Sampling; 6. Questionnaires and Topic Guides; 7. Qualitative Research; 8. Quantitative Research; PART THREE: ANALYSIS AND COMMUNICATION; 9. Analysis; 10. Reporting and presentation; PART FOUR: MARKETING RESEARCH CONTEXTS; 11. Business-to-business research; 12. International Research; 13. Audience and Advertising Research; 14. Social Research; 15. Online Research

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