Marketing Research: Tools and Techniques

Description

Marketing Research: Tools & Techniques offers a lively and accessible introduction to the world of marketing research. The author explores three core aspects of research preparation: data collection; analysis and communication of findings; and how skills and techniques are used by researchers to offer services for specific contexts.

• 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

New to this edition

• 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

About the Author(s)

Nigel Bradley, Senior Lecturer in Marketing, University of Westminster

Sadly, Nigel Bradley passed away as this edition was going to press. Nigel was dedicated to his work in an extraordinary way. Author of Marketing Research and Senior Lecturer in Marketing at Westminster Business School, he cared passionately about the teaching and learning process, always wanting to deliver the best possible resources for lecturers and students. He worked closely and collaboratively with OUP, with outstanding efficiency and seeking to innovate wherever possible. He was a pleasure to work with and will be sadly missed.

Table of Contents

Part 1 Research preparation
1:Introduction to marketing research
2:Planning research
Part 2 Data collection
3:Secondary data
4:Primary data
5:Sampling
6:Questionnaires and topic guides
7:Qualitative research
8:Quantitative research
Part 3 Analysis and communication
9:Analysis
10:Reporting and presentation
Part 4 Marketing research contexts
11:Business-to-business research
12:International research
13:Audience and advertising research
14:Web metrics

Additional Resources

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