Marketing research : tools & techniques

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Title:

Marketing research : tools & techniques

Author:

Bradley, Nigel, 1958-

ISBN:

9780199281961

Personal Author:

Bradley, Nigel, 1958-

Publication Information:

Physical Description:

xxi, 531 pages : illustrations (some color) ; 25 cm

Contents:

Research preparation -- Introduction to marketing research -- Planning research -- Data collection -- Secondary data -- Primary data -- Sampling -- Questionnaires and topic guides -- Qualitative research -- Quantitative research -- Analysis and communication -- Analysis -- Reporting and presentation -- Marketing research applications -- Business-to-business research -- International research -- Audience research -- Advertising research -- Social research -- Market researcher's toolbox.

Abstract:

Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.

Subject Term:

Marketing research.

Marketing.

Onderzoeksmethoden.

Marketing research. (OCoLC)fst01010284

Marketingforschung. (DE-588)4200055-5

Marktforschung. (DE-588)4037630-8

Marketingforschung.

Marktforschung.

Genre:

Lehrbuch.

Electronic Access:

Klappentext
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014913672&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020389579	658.83 B811M 2007	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025481181	658.83 B811M 2007	2	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025477965	658.83 B811M 2007	3	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000006792	658.83 BRA	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039890	658.83 BRA	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000039893	658.83 BRA	2	Searching... Unknown

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Summary

Marketing Research: tools and techniques balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. Real research tools and examples of mishandled practice encourage students to think analytically and critically.Based on the author's original marketing research mix, the text is organised around the issues of Purpose, Population, Procedure, and Publication. Topics covered address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, and reporting and presentation. The final section takes a unique approach looking at services offered by marketing research, such as business to business, advertising research, and social research, thereby providing further scope for exploring the depths of the subject.