|aMarketing research : |b tools & techniques /|cby Nigel Bradley.
|aOxford :|bOxford University Press,|c2010.
|axx, 527 p. :|bcol. ill. ;|c25 cm.
|aIncludes bibliographical references and index.
|aIntroduction to marketing research -- Planning research -- Secondary data -- Primary data -- Sampling -- Questionnaires and topic guides -- Qualitative research -- Quantitative research -- Analysis -- Reporting and presentation -- Business-to-business research -- International research -- Audience and advertising research -- Social research -- Online research.
|aBalancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.