Marketing Research: Tools and Techniques

The second edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The text covers the basic tools of marketing research and evaluates the most appropriate techniques available when deciding the type of research to carry out. Supported by a wealth of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject. The book is accompanied by a comprehensive online resource centre providing additional resources for both students and lecturers. For lecturers: Teaching activities Case studies Solutions to cases in the book PowerPoint slides Illustrations from the book Student resources: Online version of Market Researcher's Toolbox Multiple choice questions Web links Questionnaire wizard Online version of Market Researcher's Toolbox CIM/MRS mapping

ISBN 0199564345   Pages 560 ISBN13 9780199564347 (What's this?)   Weight (grammes) 1189 Publisher Oxford University Press   Published in Oxford Imprint Oxford University Press   Previous ISBN 9780199281961 Format Paperback   Height (mm) 247 Publication date 11 Feb 2010   Width (mm) 189 DEWEY 658.83   Spine width (mm) 22 DEWEY edition DC22   Academic level Professional / Scholarly

1		Introduction to marketing research		2
2		Planning research		30
3		Secondary data		70
4		Primary data		110
5		Sampling		146
6		Questionnaires and topic guides		182
7		Qualitative research		228
8		Quantitative research		262
9		Analysis		298
10		Reporting and presentation		336
11		Business-to-business research		376
12		International research		392
13		Audience and advertising research		410
14		Social research		430
15		Online research		446
		Market Researcher's Toolbox		471
		Abbreviations		507
		Glossary of marketing research terms		509
		Index		517

 Be the first to write a customer review