The practice of market research : an introduction / Yvonne McGivern.

By:

McGivern, Yvonne

Material type:

TextPublication details: Harlow, etc. : Pearson, 2013.Edition: 4th edDescription: xxxv, 572 p. : ill. b&w ; 25 cmISBN:

9780273773115

Subject(s):

DDC classification:

658.83

Contents:

Pt. 1. Introduction market and social research -- Ch. 1. The practice of market research -- Ch. 2. Types of research -- Pt. 2. Getting started -- Ch. 3. Defining the research problem -- Ch. 4. Writing a research brief -- Ch. 5. Secondary research -- Ch. 6. Qualitative research -- Ch. 7. Quantitative research -- Ch. 8. Sampling -- Ch. 9. Designing questionnaires -- Ch. 10. Writing a research proposal -- Ch. 11. Doing qualitative research -- Pt. 3. Getting on and finishing off -- Ch. 12. Managing a research project -- Ch. 13. Analysing qualitative data -- Ch. 14. Understanding qualitative data -- Ch. 15. Analysing quantitative data -- Ch. 16. Communicating and reviewing the findings.

Summary: 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. Linked to the professional body MRS (the Market Research Society) and with 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. The book offers: - A well-rounded overview of market research * Strong coverage of both qualitative and quantitative aspects of market research, including research design, sampling, qualitative data analysis and research ethics * Valuable insight into the day-to-day tasks of a researcher - Guidance and examples on everything from writing a proposal and creating a project timetable to preparing a report and giving a presentation. This book is an ideal companion to any student's market research course or research project and an indispensable guidebook with a long shelf-life for market research practitioners and people in the industry.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.83 MCG pra 976 (Browse shelf(Opens below))	Available	11269

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Previous	658.83 MAR mar 938 Market research in practice :	658.83 MCD mar Marketing Research	658.83 MCG pra The practice of market research :	658.83 MCG pra 976 The practice of market research :	658.83 McQ mar The Market Research Toolbox :	658.83 NUN mar Marketing research :	658.83 POY han The handbook of online and social media research :	Next

Includes bibliographical references and index.

Pt. 1. Introduction market and social research --
Ch. 1. The practice of market research --
Ch. 2. Types of research --
Pt. 2. Getting started --
Ch. 3. Defining the research problem --
Ch. 4. Writing a research brief --
Ch. 5. Secondary research --
Ch. 6. Qualitative research --
Ch. 7. Quantitative research --
Ch. 8. Sampling --
Ch. 9. Designing questionnaires --
Ch. 10. Writing a research proposal --
Ch. 11. Doing qualitative research --
Pt. 3. Getting on and finishing off --
Ch. 12. Managing a research project --
Ch. 13. Analysing qualitative data --
Ch. 14. Understanding qualitative data --
Ch. 15. Analysing quantitative data --
Ch. 16. Communicating and reviewing the findings.

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. Linked to the professional body MRS (the Market Research Society) and with 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. The book offers:
- A well-rounded overview of market research * Strong coverage of both qualitative and quantitative aspects of market research, including research design, sampling, qualitative data analysis and research ethics * Valuable insight into the day-to-day tasks of a researcher
- Guidance and examples on everything from writing a proposal and creating a project timetable to preparing a report and giving a presentation.
This book is an ideal companion to any student's market research course or research project and an indispensable guidebook with a long shelf-life for market research practitioners and people in the industry.

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