Journals Higher Education

$75.00

Paperback

08 May 2013

552 Pages

9.7 x 7.4 inches

ISBN: 9780199655090


Bookseller Code (06)

Marketing Research: Tools and Techniques

Third Edition

Nigel Bradley

  • Offers a sound balance between theory and practice, demonstrating how to actually carry out marketing research as well as encouraging students to think both critically and analytically
  • Features a unique Market Researcher's Toolbox section in the text and on the Online Resource Centre, containing a suite of visual resources with exemplary briefs, proposals, topic guidance and sample questionnaires to provide students with the necessary tools to engage with their research
  • Offers numerous case studies to illustrate marketing research in action to help contextualise the subject, and also demonstrates examples of poor research practice as well as exemplary scenarios
  • Bridges the gap between introductory, lower level texts and those taking a more rigorous, theoretical approach, ensuring students engage with the issues involved in marketing research while presenting material in an accessible manner
  • Demystifies topics that have been overcomplicated, and offers newcomers an engaging and accessible insight into the world of marketing research
  • A new chapter devoted to social media monitoring and web analytics techniques offers original content not currently present in any other marketing research textbook
  • Three new checklists added to the Market Researcher's Toolbox feature, including marketing metrics, audit of MR activities and objective verbs
  • Chapters have been updated to reflect the most recent digital developments, including crowdsourcing, gamification, open data, infographics, neuroscience, command centre viewing, Market Research Online Communities, social media monitoring and more sophisticated web analytics techniques
  • New and updated case studies including commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare
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