Oxford University Video Library on Marketing Research…

Marketing Research Tools and Techniques

Video clips of Nigel Bradley presenting. Recorded by MMC Learning.

Chapter 1 – Introduction
1.1. What is the nature and purpose of marketing research?
1.2. The History of Marketing Research
1.3. The Structure of the Industy Summary
1.4. The Different Types of Research Service Available
1.5. What Must Be Considered When Using Research in Marketing Decision-Making
1.6. The Career Opportunities Available in Marketing Research

Chapter 2 – Planning Research
2.1. A history of planning research
2.2. Research using the marketing research mix
2.3. Methodology options available to the researcher
2.4. Preparing a briefing document & research proposal

Chapter 3 – Secondary Data
3.1. A history of desk research
3.2. The nature of desk research
3.3. Show both the benefits and the limitations of desk research
3.4. Different sources of secondary data
3.5. Planning effective searches

Chapter 4 – Primary Data
4.1. A history of data capture
4.2. Factors that affect cooperation
4.3. Name the different methods used to capture data
4.4. Show both the benefits and limitations of these different methods of data capture

Chapter 5 – Sampling
5.1. A history of sampling
5.2. The stages of sampling
5.3. Sample source and sampling frames
5.4. Different sampling approaches
5.5. How sample size is determined
5.6. How qualitative sampling differs from quantitative sampling

Chapter 6 – Questionnaires & Topic Guides
6.1. Respondent abilities that impact on research
6.2. Supporting materials used by researchers
6.3. Projective techniques
6.4. Create a questionnaire and topic guide

Chapter 7 – Qualitative Research
7.1. Describe the history of qualitative research
7.2. Explain the purpose of qualitative research
7.3. Describe the different types of qualitative research
7.4. Show the benefits of different approaches to qualitative research
7.5. Show the limitations of qualitative research

Chapter 8 – Quantitative Research
8.1. Describe the history of quantitative research
8.2. Explain the purpose of quantitative research
8.3. Different approaches to quantitative research
8.4. The benefits of quantitative research
8.5. Limitations of quantitative research

Chapter 9 – Analysis
9.1. A history of analysis
9.2. The purpose of analysis
9.3. Qualitative analysis
9.4. The nature of quantitative analysis
9.5. Describe ways to assess the accuracy of results

Chapter 10 – Reporting and Presentation
10.1. Describe the history of reporting
10.2. The purpose of reports and presentations
10.3. Show the main aspects of report-writing
10.4. Show the main aspects of personal presentations

Chapter 11 – Business-to-Business Research
11.1. Differences between FMCG and B2B research
11.2. The purposes of B2B research
11.3. Describe the populations involved in B2B research
11.4. Explain the procedures used in B2B research
11.5. What to consider at the publication stage of B2B research

Chapter 12 – International Research
12.1. List the differences between domestic research and international research
12.2. The purposes of international research
12.3. Describe the populations involved in international research
12.4. Procedures used in international research
12.5. Show what must be considered at the publication stage of international research

Chapter 13 – Audience and Advertising Research
13.1. Explain the purposes of audience and advertising research
13.2. Describe the populations involved in audience research
13.3. Explain the procedures used in audience research
13.4. Show what must be considered at the publication stage of audience research

Chapter 14 – Social Research
14.1. The purposes of social research
14.2. The populations involved in social research
14.3. The procedures used in social research
14.4. What to consider at the publication stage of social research

Chapter 15 – Online research
15.1. Differences between traditional & online research
15.2. The purposes of online research
15.3. The populations involved in online research
15.4. The procedures used in online research
15.5. What to consider at the publication stage of online research

Nigel Bradley is a senior lecturer in marketing at the University of Westminster in London. With an MSc in Product Management and Marketing from Cranfield, Nigel began his career with the Burke Research Services Group. Following this, he joined a packaging machinery company in Italy as an OEM product manager.Upon his return to the UK, Nigel became an associate director with BJM Research. He was invited back to the Burke Research Services Group to head the International Division. He moved to the media department of Research Services Ltd, where he assumed day-to-day responsibility for the National Readership Survey (NRS) and the British Businessman Readership Survey (BMRC). The company then became IPSOS (now IPSOS MORI). Nigel’s academic research interests include green marketing, Internet marketing, media research, graphology and ‘de-marketing’, and he is particularly concerned with the use of Internet devices in marketing, such as robot translation software, questionnaire forms, analysis, auto-responders, and email marketing tools. His recent research has involved the use of silence in interviewing and the declining response rate issue.

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