Marketing Research: tools and techniques Paperback – 11 Feb 2010
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About the Author
Nigel Bradley is a Senior Lecturer in Marketing at the University of Westminster and a freelance marketing research consultant. He has worked and studied in the UK, France and Italy.
Top customer reviews
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.
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.
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.
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