Marketing Research: tools and techniques
Tools and Techniques
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Product details:
- Publisher OUP Oxford
- Date of Publication 21 December 2006
- ISBN 9780199281961
- Binding Paperback
- No. of pages560 pages
- Size 245x190x25 mm
- Weight 1189 g
- Language English
- Illustrations numerous line drawings, colour photographs and tables 0
Categories
Short description:
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.
MoreLong description:
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.
Table of Contents:
Part 1: Research Preparation
Introduction to Marketing Research
Planning research
Part 2: Data Collection
Secondary Research
Primary Research
Sampling
Questionnaires and Topic Guides
Qualitative Research
Quantitative Research
Part 3: Analysis and Communication
Analysis
Reporting and Presentation
Part 4: Marketing Research Applications
Business to Business Research
International Research
Audience Research
Advertising Research
Social Research
