Table of Contents

PART 1: RESEARCH PREPARATION; 1. Introduction to Marketing Research; 2. Planning research; PART 2: DATA COLLECTION; 3. Secondary Research; 4. Primary Research; 5. Sampling; 6. Questionnaires and Topic Guides; 7. Qualitative Research; 8. Quantitative Research; PART 3: ANALYSIS AND COMMUNICATION; 9. Analysis; 10. Reporting and Presentation; PART 4: MARKETING RESEARCH APPLICATIONS; 11. Business to Business Research; 12. International Research; 13. Audience Research; 14. Advertising Research; 15. Social Research

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.