Marketing Research: Tools and Techniques (Paperback, 3rd Revised edition)


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. 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

R2,029

Or split into 4x interest-free payments of 25% on orders over R50
Learn more

Discovery Miles20290
Mobicred@R190pm x 12* Mobicred Info
Free Delivery
Delivery AdviceShips in 9 - 15 working days



Product Description

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. 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

Customer Reviews

No reviews or ratings yet - be the first to create one!

Product Details

General

Imprint

Oxford UniversityPress

Country of origin

United Kingdom

Release date

March 2013

Availability

Expected to ship within 9 - 15 working days

Authors

Dimensions

246 x 190 x 27mm (L x W x T)

Format

Paperback

Pages

527

Edition

3rd Revised edition

ISBN-13

978-0-19-965509-0

Barcode

9780199655090

Categories

LSN

0-19-965509-X



Trending On Loot