Marketing Research – Tools & Techniques | Business Trove

Marketing Research: Tools & Techniques (Third Edition)  

Nigel BradleySenior Lecturer in Marketing, University of WestminsterClose
Published in Print:07 March 2013 Published Online:31 August 2023
ISBN:9780199655090
Publisher:Oxford University Press

Abstract

Marketing Research consists of four parts. Part 1 looks at research preparation. Part 2 is about data collection. It examines secondary data, primary data, sampling, questionnaires, qualitative research, and quantitative research. Part 3 is about analysis and communication. Part 4 looks at the marketing research context which includes business-to-business research, international research, audience and advertising research, and web metrics.

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