Marketing research - Nigel Bradley

The second 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 text covers the basic tools of marketing research and evaluates the most appropriate techniques available when deciding the type of research to carry out. Supported by a wealth 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 providing additional resources for both students and lecturers. For lecturers:Teaching activitiesCase studiesSolutions to cases in the bookPowerPoint slidesIllustrations from the bookStudent resources:Online version of Market Researcher's ToolboxMultiple choice questionsWeb linksQuestionnaire wizardOnline version of Market Researcher's ToolboxCIM/MRS mapping