ISBN 9780195691641,Marketing Research:Tools And Techniques

Marketing Research:Tools And Techniques



Oxford University Press

Publication Year 2007

ISBN 9780195691641

ISBN-10 0195691644


Language (English)

Reference works

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. The book is accompanied by a comprehensive online resource center providing additional resources for both students and instructors. For Instructors Teaching activities Case studies Solutions to cases in the book PowerPoint slides Illustrations from the book For Students: Multiple choice questions Web links Questionnaire wizard Online version of Market Researcher's Toolbox CIM/MRS mapping