Marketing Research: Tools & Techniques

"Marketing Research: Tools and Techniques provides a critical introduction to the world of marketing research as it applies to everyday business. Nigel Bradley shows you how to get hands-on with marketing research by providing examples of good and bad research practice, and by uncovering the research activities of well-known organisations such as McDonald's, Pret A Manger, Disney in Europe, Mintel and the London 2012 Olympics Committee." "Real research tools such as the research brief, proposal, questionnaire and discussion guide are also included throughout, for use in your coursework." "Simply written and rich in colour photos and illustrations, the book is organised around the core topics that you will encounter in your module research preparation; data collection; and the analysis and communication of research findings. It also includes a unique section on how specific skills and techniques are used by researchers in a variety of business settings to make strategic decisions, to help you in your life beyond your degree."--BOOK JACKET.