Marketing research : tools & techniques / Nigel Bradley
Original language: English Publisher: Oxford ; New York : Oxford University Press, 2013Edition: 3rd edDescription: xx, 527 p. : il. ; 25 cmISBN: 9780199655090Subject(s): Análisis de mercado | Marketing -- InvestigaciónItem type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
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Libro | Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 BRA mar | Available | 3662 |
Incluye referencias bibliográficas e índice
1. Research preparation ;
2. Data collection ;
3. Analysis and communication ;
4. Marketing research contexts.
"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.