Practice of Market Research,
By Yvonne McGivern
Financial Times/ Prentice Hall
Distributed by Trans-Atlantic Publications Inc.
$108.50 paper original
The Practice of Market Research offers a comprehensive and understandable account of the techniques and practical tasks involved in setting up and running marketing or social research projects. Although shorter than many market research books, this offers a well-rounded overview, good coverage of both qualitative and quantitative aspects of market research and particularly strong coverage of research design, questionnaire design, sampling and research ethics. This book is linked to The Market Research Society and has plenty of real life examples from big-name companies such as McDonalds and Levis as well as governments and charities. The author's depth of insight and experience of the real world of market research is evident throughout this book.
Foreword The Market Research Society Preface Acknowledgements
PART I: INTRODUCING MARKET AND SOCIAL RESEARCH 1. The practice of market and social research 2. Introducing types of research
PART II: GETTING STARTED 3. Planning and designing research 4. Writing the brief and the proposal 5. Doing secondary research 6. Collecting qualitative data 7. Collecting quantitative data 8. Sampling 9. Designing questionnaires
PART III: GETTING ON AND FINISHING UP 10. Managing a research project 11. Analysing qualitative data 12. Analysing quantitative data 1 13. Analysing quantitative data 2 14. Communicating and reviewing the findings Bibliography Index
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