Nigel Bradley has made market research exciting and interesting. In the book he has created MR. Mix with the 4 Ps, but this is a unique framework to help researchers to design and evaluate marketing research studies. The four research phases follow a sequence- Purpose; Population; Procedure and Publication. Nigel has provided excellent case studies and a very practical Market Researchers Toolbox. As each chapter is clearly laid out, both educators and learners will follow the book very easily. Nigel Bradley has also embraced the issues involved in the utilization of new technologies. The book is well written and is a must for those who wish to understand and use market research effectively. I strongly recommend it.
Nigel Bradley - Marketing Research Tools and Techniques
Oxford University Press, 2007 - 560 Pages Price: £33.99 (paper)
ISBN-10: 0-19-928196-3 ISBN-13: 978-0-19-928196-1
Book Review by Mandip K Mudher, business student at the University of Westminster
Market research is not a hot topic for students and the author of this book took this into consideration whilst writing the book. Bradley has taken on a clear and simple approach to explain what marketing research means, therefore making it easy for students to understand. An interesting point that is made in the description of the book on the back of the cover is that marketing research applies to everyday business. It is important to stress this relevance to students so that they understand the reason for studying and practicing it. Bradley explores this importance in the first chapter of the book.
Final year undergraduate students who are under taking a final year dissertation will particularly enjoy this book. It is a refreshing change from some of the recommended text books which have specific approaches relating more to general business. Bradley's composing style, approach and technique fit the needs of the reader specialising in marketing.
The physical attributes of the book are as follows: over 500 colourful pages, 15 chapters (divided across five separate sections), a section for abbreviations, glossary of terms and an index. Each chapter has its own contents page and colour coded list of items included in the chapter so the reader would discover it visually easier to find what they are looking for. Also included is a chapter guide, furthermore, there is a list of the learning outcomes so that the reader knows what to expect from the chapter. An interesting part of the book which is not common amongst other text books is the section "How to use this book". With an accompanying web site, with free access, the book has effectively become a technological gadget and requires a "Users Handbook". This section reflects the publisher's successful attempt to make the book as simple and easy to understand as possible. Each chapter ends with summary, review questions, discussion questions, a list of further reading (which Bradley has summarised in one sentence), a case study and a full list of all references. Also included at the end of the chapters is a website address so that the reader can learn more about the chapter on the online resource centre.
The greatest thing about this text is the colour and design which for me made it extremely user-friendly, engaging, and highlighted the relevant words and information for times when scanning through was called for.
I would really recommend this text as an introduction into market (or 'Marketing') research. I found it very interesting, especially the case studies, added insight, definitions at the back, and an example of a proposal and brief. I'd say that it definitely simplifies what many feel to be a less than glamourous topic.
But be warned, the quality of the paper makes it heavy to be lugging around! One to keep on the desk I think.