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.The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject.

在前一版成功的基础上，第三版的《市场营销研究：工具和技术》提供了一个对市场营销研究的可访问的和引人入胜的见解。基于营销研究组合的概念，本文围绕研究准备、数据收集、结果分析和交流以及在不同研究背景下如何使用技能和技术等核心主题进行组织。作者在理论与实践之间取得了很好的平衡，论证了营销理念如何在现实中得以贯彻，以及哪些方法最适合于特定类型的研究。新版已全面修订，以反映数字化发展的丰富内容，并包含有关知名商业品牌的新案例研究，如宝马、谷歌、麦当劳、惠斯卡斯、乐购、全国学生调查（NSS）、欧洲晴雨表和BMI医疗保健。在全方位教学特点的支持下，作者使学生能够理解进行研究所涉及的问题和可能存在的陷阱，从而确保对整个主题的清晰理解。