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Bradley, Nigel, 1958-

Marketing research : tools & techniques / Marketing research : Tools and techniques Nigel Bradley. - Second edition. - xx, 527 pages : colour illustrations ; 25 cm

Includes bibliographical references and index.

Research Preparation -- Introduction -- Planning research -- Collection -- Secondary Data -- Primary Data -- Sampling -- Questionnaires and Topic Guides -- Qualitative Research -- Quantitative Research -- Analysis and Communication -- Analysis -- Reporting -- Research Contexts -- Business to Business -- International Research -- Audience and Advertising Research -- Social Research -- Online Research. Part One. 1. 2. Part Two. 3. 4. 5. 6. 7. 8. Part Three. 9. 10. Part four. 11. 12. 13. 14. 15.

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.

ISBN: 0199564345 9780199564347

LCCN: 2009046809

Subjects--Topical Terms:
Marketing research

LC Class. No.: HF5415.2 / .B655 2010

Dewey Class. No.: 658.83