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Marketing Research: Tools and Techniques | 
 enlarge | Author: Nigel Bradley
Publisher: OUP Oxford
Category: Book
List Price: £34.99
Buy New: £26.77
You Save: £8.22 (23%)
New (33) Used (10) from £26.77
Rating:  1 reviews
Sales Rank: 176220
Media: Paperback
Pages: 560
Number Of Items: 1
Shipping Weight (lbs): 2.7
Dimensions (in): 9.6 x 7.4 x 1.1
ISBN: 0199281963
Dewey Decimal Number: 658.83
EAN: 9780199281961
ASIN: 0199281963
Publication Date: December 21, 2006
Availability: Usually dispatched within 1-2 business days
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| Customer Reviews:
A Small Gem for Marketing Students April 19, 2007
Ms. M. K. Mudher (UK)
2 out of 2 found this review helpful
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
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