Offers a sound balance between theory and practice, demonstrating how to actually carry out marketing research as well as encouraging students to think both critically and analytically
Features a unique Market Researcher's Toolbox section in the text and on the Online Resource Centre, containing a suite of visual resources with exemplary briefs, proposals, topic guidance and sample questionnaires to provide students with the necessary tools to engage with their research
Offers numerous case studies to illustrate marketing research in action to help contextualise the subject, and also demonstrates examples of poor research practice as well as exemplary scenarios
Bridges the gap between introductory, lower level texts and those taking a more rigorous, theoretical approach, ensuring students engage with the issues involved in marketing research while presenting material in an accessible manner
Demystifies topics that have been overcomplicated, and offers newcomers an engaging and accessible insight into the world of marketing research
New to this edition
A new chapter devoted to social media monitoring and web analytics techniques offers original content not currently present in any other marketing research textbook
Three new checklists added to the Market Researcher's Toolbox feature, including marketing metrics, audit of MR activities and objective verbs
Chapters have been updated to reflect the most recent digital developments, including crowdsourcing, gamification, open data, infographics, neuroscience, command centre viewing, Market Research Online Communities, social media monitoring and more sophisticated web analytics techniques
New and updated case studies including commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare
Building on the success of the previous editions, the third 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 author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research.
The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range 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 Centre which offers the following resources for students and lecturers:
For students:
Multiple choice questions
Questionnaire wizard
Online version of Market Researcher's Toolbox
Link to clips of author summarising contents of each chapter on YouTube
Web links
For registered adopters of the text:
PowerPoint presentation
Illustrations from the book
Readership: Undergraduates, MBA, and Master's level students studying Marketing Research modules on Marketing or Business degrees.