Making Research fun, intriguing and accessible,
This review is from: Marketing Research: tools and techniques (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.