Description

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.

More Details about Marketing Research: Tools And Techniques Second Edition

General Information  
Author(s)Nigel Bradley
PublisherOxford University Press
Edition2
ISBN9780199597352
Pages560
BindingPaperback
LanguageEnglish
Publish YearJuly 2010