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ABOUT THIS BOOK
Practice of Market Research, The: An Introduction
£53.99

PRACTICE OF MARKET RESEARCH, THE: AN INTRODUCTION

PAPERBACK BY MCGIVERN, YVONNE

£53.99

ISBN
9780273773115
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
4TH EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
608 pages
PUBLICATION DATE
01 MAY 2013

DESCRIPTION

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.

CONTENTS

1 The practice of market and social research2 Types of research 3 Defining the problem 4 Writing a research brief 5 Secondary research 6 Qualitative research7 Quantitative research8 Sampling9 Designing questionnaires10 Writing a research proposal 11 Doing qualitative research12 Managing a research project13 Analysing qualitative data14 Understanding quantitative data15 Analysing quantitative data16 Communicating and reviewing the findings