Product Description

Marketing Research: tools and techniques balances theoretical and practical elements of marketing research, showing students how to implement marketing research themselves. Real research tools and examples of mishandled practice encourage students to think analytically and critically. Based on the author's original marketing research mix, the text is organised around the issues of Purpose, Population, Procedure, and Publication. Topics covered address the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, and reporting and presentation. The final section takes a unique approach looking at services offered by marketing research, such as business to business, advertising research, and social research, thereby providing further scope for exploring the depths of the subject.

Product Details

• Amazon Sales Rank: #158485 in Books
• Published on: 2006-12-21
• Original language: English
• Number of items: 1
• Binding: Paperback
• 560 pages

About the Author
Nigel Bradley is a Senior lecturer in Marketing at University of Westminster and a freelance marketing research consultant. He has worked and studied in the UK, France and Italy.

Customer Reviews

A Small Gem for Marketing Students
Nigel Bradley - Marketing Research Tools and Techniques
Oxford University Press, 2007 - 560 Pages Price: £33.99 (paper)
ISBN-10: 0-19-928196-3 ISBN-13: 978-0-19-928196-1
Book Review by Mandip K Mudher, business student at the University of Westminster

Market research is not a hot topic for students and the author of this book took this into consideration whilst writing the book. Bradley has taken on a clear and simple approach to explain what marketing research means, therefore making it easy for students to understand. An interesting point that is made in the description of the book on the back of the cover is that marketing research applies to everyday business. It is important to stress this relevance to students so that they understand the reason for studying and practicing it. Bradley explores this importance in the first chapter of the book.

Final year undergraduate students who are under taking a final year dissertation will particularly enjoy this book. It is a refreshing change from some of the recommended text books which have specific approaches relating more to general business. Bradley's composing style, approach and technique fit the needs of the reader specialising in marketing.

The physical attributes of the book are as follows: over 500 colourful pages, 15 chapters (divided across five separate sections), a section for abbreviations, glossary of terms and an index. Each chapter has its own contents page and colour coded list of items included in the chapter so the reader would discover it visually easier to find what they are looking for. Also included is a chapter guide, furthermore, there is a list of the learning outcomes so that the reader knows what to expect from the chapter. An interesting part of the book which is not common amongst other text books is the section "How to use this book". With an accompanying web site, with free access, the book has effectively become a technological gadget and requires a "Users Handbook". This section reflects the publisher's successful attempt to make the book as simple and easy to understand as possible. Each chapter ends with summary, review questions, discussion questions, a list of further reading (which Bradley has summarised in one sentence), a case study and a full list of all references. Also included at the end of the chapters is a website address so that the reader can learn more about the chapter on the online resource centre.

For a reader who is undertaking any sort of practical market research, the last section of the book is very useful. Bradley has cleverly named this section "Market Researcher's Toolbox" and it includes a number of different examples of methods and checklists for carrying out market research. A reader could look at the examples and can adapt them to the research method they want to undertake. For further understanding of the particular method chosen, the reader would need to look it up in the book where Bradley would explain it in the simplest English possible. If there were an "award for excellence in simple and clear expression of knowledge", it would without a doubt be awarded to the author of this book. Students graduating with the help of the knowledge in this book's are bound for success. Review copyright © 2007 by Mandip K Mudher

A great introductory text into Marketing Research
The greatest thing about this text is the colour and design which for me made it extremely user-friendly, engaging, and highlighted the relevant words and information for times when scanning through was called for.

I would really recommend this text as an introduction into market (or 'Marketing') research. I found it very interesting, especially the case studies, added insight, definitions at the back, and an example of a proposal and brief. I'd say that it definitely simplifies what many feel to be a less than glamourous topic.

But be warned, the quality of the paper makes it heavy to be lugging around! One to keep on the desk I think.

Refreshing look at market research
Nigel Bradley has made market research exciting and interesting. In the book he has created MR. Mix with the 4 Ps, but this is a unique framework to help researchers to design and evaluate marketing research studies. The four research phases follow a sequence- Purpose; Population; Procedure and Publication. Nigel has provided excellent case studies and a very practical Market Researchers Toolbox. As each chapter is clearly laid out, both educators and learners will follow the book very easily. Nigel Bradley has also embraced the issues involved in the utilization of new technologies. The book is well written and is a must for those who wish to understand and use market research effectively. I strongly recommend it.

Professor Ashok RanchhodMarketing Research: tools and techniques