E-Book Overview
Oxford University Press, 2013. — 548 p. — ISBN: 9780199655090. 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.
E-Book Content
marketing research tools & techniques
Isabelle and Jonathan, this book is dedicated to you
marketing research tools & techniques
third edition
Nigel Bradley
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1
Great Clarendon Street, Oxford, OX2 6DP, United Kingdom Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide. Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries © Nigel Bradley 2013 The moral rights of the author have been asserted First Edition copyright 2007 Second Edition copyright 2010 Impression: 1 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by licence or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer British Library Cataloguing in Publication Data Data available ISBN 978-0-19-965509-0 Printed in Italy by L.E.G.O. S.p.A.—Lavis TN Links to third party websites are provided by Oxford in good faith and for information only. Oxford disclaims any responsibility for the materials contained in any third party website referenced in this work.
Brief contents About the author About the book How to use this book How to use the Online Resource Centre Acknowledgements
Part 1 Research preparation 1 Introduction to marketing research 2 Planning research
xiii xiv xvi xviii xx
1 2 30
Part 2 Data collection
67
3 Secondary data
68
4 Primary data
106
5 Sampling
144
6 Questionnaires and topic guides
186
7 Qualitative research