Marketing Research: Tools and Techniques
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Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
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Product details:
- Edition number 3
- Publisher OUP Oxford
- Date of Publication 7 March 2013
- ISBN 9780199655090
- Binding Paperback
- No. of pages552 pages
- Size 245x190x22 mm
- Weight 1161 g
- Language English 0
Categories
Short description:
Marketing Research: Tools & Techniques offers a lively and accessible introduction to the world of marketing research. The author explores three core aspects of research preparation: data collection; analysis and communication of findings; and how skills and techniques are used by researchers to offer services for specific contexts.
MoreLong description:
Building on the success of the previous editions, the third 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 author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research.
The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range 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 which offers the following resources for students and lecturers:
For students:
Multiple choice questions
Questionnaire wizard
Online version of Market Researcher's Toolbox
Link to clips of author summarising contents of each chapter on YouTube
Web links
For registered adopters of the text:
PowerPoint presentation
Illustrations from the book
Table of Contents:
Part 1 Research preparation
Introduction to marketing research
Planning research
Part 2 Data collection
Secondary data
Primary data
Sampling
Questionnaires and topic guides
Qualitative research
Quantitative research
Part 3 Analysis and communication
Analysis
Reporting and presentation
Part 4 Marketing research contexts
Business-to-business research
International research
Audience and advertising research
Web metrics
