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Marketing research : tools & techniques / Nigel Bradley.

By:

Bradley, Nigel, 1958- [author.]

Material type: Text

TextPublisher: Oxford ; New York : Oxford University Press, 2010Edition: Second editionDescription: xx, 527 pages : colour illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0199564345
9780199564347

Other title:

Marketing research : Tools and techniques

Subject(s):

Marketing research

DDC classification:

658.83 22

LOC classification:

HF5415.2 .B655 2010

Contents:

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

Summary: 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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	South Campus South Campus Main Collection	658.83 BRA (Browse shelf(Opens below))	1	Available		A473954B

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Previous	658.827 AAK Building strong brands /	658.827 KEL Best practice cases in branding : lessons from the world's strongest brands /	658.827 KEL Strategic brand management : building, measuring, and managing brand equity /	658.83 BRA Marketing research : tools & techniques /	658.83 ESS Essentials of marketing research /	658.83 HAI Marketing research : in a digital information environment /	658.83 HAI Marketing research : in a digital information environment /	Next

Includes bibliographical references and index.

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.

Machine converted from AACR2 source record.

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