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New to this edition
Readership: Undergraduates, MBA, and Master's level
students studying Marketing Research modules on Marketing or Business degrees.
Nigel Bradley, Senior Lecturer in Marketing, University of Westminster
Sadly, Nigel Bradley passed away as this edition was going to press.
Nigel was dedicated to his work in an extraordinary way. Author of Marketing Research and Senior Lecturer in Marketing at Westminster Business School, he cared passionately about the teaching and learning process, always wanting to deliver the best possible resources for lecturers and students. He worked closely and collaboratively with OUP, with outstanding efficiency and seeking to innovate wherever possible. He was a pleasure to work with and will be sadly missed.
Part 1 Research preparation
1: Introduction to marketing research
2: Planning research
Part 2 Data collection
3: Secondary data
4: Primary data
6: Questionnaires and topic guides
7: Qualitative research
8: Quantitative research
Part 3 Analysis and communication
10: Reporting and presentation
Part 4 Marketing research contexts
11: Business-to-business research
12: International research
13: Audience and advertising research
14: Web metrics