Marketing Research Tools and Techniques 3rd Edition by Nigel Bradley – Ebook PDF Instant Download/Delivery:019965509X , 978-0199655090
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Product details:
ISBN 10: 019965509X
ISBN 13: 978-0199655090
Author: Nigel Bradley
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.
Marketing Research Tools and Techniques 3rd Table of contents:
Part 1 Research preparation
1 Introduction to marketing research
Introduction
Research for the company
Social research
Managing knowledge
Ethics
The structure of the MR sector
A career in marketing research
Chapter summary
2 Planning research
Introduction
The marketing research mix
Briefings
Proposals
Selecting an agency
Evaluating proposals
Chapter summary
Part 2 Data collection
3 Secondary data
Introduction
The nature of secondary data
Sources of secondary data
Planning desk research
Evaluation and reverse researching
Recording and reporting sources
Chapter summary
4 Primary data
Introduction
The nature of primary data
Interviewing
Self-completion methods
Differences between traditional and online research
Mixed-mode methodologies
Observation
Research instruments
Factors that affect cooperation
Chapter summary
5 Sampling
Introduction
Purposes of sampling
Social classification
Populations involved in social research
The stages of sampling
Sampling frames
Sampling procedures
Populations involved in online research
Qualitative recruitment
Sample size determination
Chapter summary
6 Questionnaires and topic guides
Introduction
Purposes of questionnaires and topic guides
Supporting materials
Projective techniques
Open-ended questions
Closed questions
The steps in questionnaire design
Procedures involved in online research
The topic guide (for qualitative studies)
Quasi-questionnaires
Chapter summary
7 Qualitative research
Introduction
Depth interviews
Focus groups
The Delphi technique
Observation research
Grounded theory
Verbal communication
Non-verbal communication
Chapter summary
8 Quantitative research
Introduction
Some applications
Experimentation
Databases
Spreadsheets and survey software
Chapter summary
Part 3 Analysis and communication
9 Analysis
Introduction
Analysis of qualitative data
Analysis of quantitative data
Data storage
Chapter summary
10 Reporting and presentation
Introduction
The purposes of reports and presentations
Planning
Presentations
Chapter summary
Part 4 Marketing research contexts
11 Business-to-business research
Introduction
Differences between FMCG research and B2B research
Purposes of B2B research
Populations involved in B2B research
Procedures involved in B2B research
Publication considerations in B2B research
Chapter summary
12 International research
Introduction
Differences between domestic and international research
The purposes of international research
The populations involved in international research
Procedures involved in international research
Publication considerations in international research
Chapter summary
13 Audience and advertising research
Introduction
Purposes of audience and advertising research
Procedures for audience research
Procedures for advertising research
Publication considerations in audience and advertising research
Chapter summary
14 Web metrics
Introduction
Differences between web analytics and social media monitoring
Purposes of web metrics
Populations involved in web metrics
Procedures involved in the web metrics sector
Publication considerations in web metrics research
Chapter summary
Market researcher’s toolbox
Checklist for audit of MR activities
Checklist for objective verbs
Marketing metrics checklist
Questions to ask about secondary data
Options for primary data capture
Checklist for focus groups
Website evaluation form
Common screener questions
Common rating scales
Common classification questions
Checklist for sampling
Checklist for online surveys
Checklist of projective techniques
Checklist for questionnaires
Checklist for report-writing
Checklist for presentations
Five reflective research questions
Example of a market research brief
Example of a market research proposal
Example of a topic guide
Example of operational instructions
Abbreviations
Glossary of marketing research terms
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