Practice of Market & Social Research
By Yvonne McGivern
Financial Times / Prentice Hall
576 Pages, Illustrated, 6 ¾” x 9 ¼”
$92.50 paper original
This edition provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects – from identifying the problem through to reporting and evaluating the findings.
McGivern’s book covers the qualitative and quantitative techniques, including a chapter on the analysis of qualitative data – a topic which few texts in this market cover.
The book is aimed at those preparing for the MRS Advanced Certificate in Market and Social Research, at those doing an undergraduate and postgraduate course with a research module and/or a requirement to produce a research project.
The Market Research Society
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
9. Collecting data on attitudes
10. Designing questionnaires
PART III: GETTING ON AND FINISHING UP
11. Managing a research project
12. Analyzing qualitative data
13. Analyzing quantitative data
14. Communicating and reviewing the findings
FeaturesReturn to the Businesss Titles Home Page
• Chapter 12 on the analysis of qualitative data (a topic often omitted in other texts) encourages students to evaluate a project in more depth.
• Real life examples and case studies of research in action (i.e. ASBOs, AIDS and Fast-Moving Consumer Goods (FMCG)) offer understanding of contemporary issues.
• Chapter aims and summaries help reinforce the main points and act as a revision tool.
• Short answer questions at the end of each chapter test knowledge and understanding.