Includes bibliographical references and index.

Part 1. Research Preparation -- Part 2. Data Collection -- Part 3. Analysis and Communication -- Part 4. Marketing Research Contexts.

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.