The Practice of Market Research: An Introduction - Softcover

McGivern, Yvonne

Softcover

ISBN 10: 0273717073 ISBN 13: 9780273717072

Publisher: Financial Times/ Prentice Hall, 2008

Synopsis

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.

About this title

From the Back Cover

'McGivern succeeds in combining high-quality theoretical work with clear explanations and practical pointers. This book is a gem during the research process.' - Wybe T. Popma, Senior Lecturer Marketing, Brighton Business School

 

The Practise 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.

McGivern 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
• links to useful websites and downloadable tools and templates for students and a Lecturer’s Guide and PowerPoint slides for teachers online at www.pearsoned.co.uk/mcgivern.

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.

 

 'This book gives a good overview of all the important aspects of market and social research. It clarifies the subject in a comprehensible manner from various angles and explains how to create questionnaires and analyse the results exceptionally well.'– Dr Ann Hartl, CEUS School of Business, Denmark

 

Yvonne McGivern has worked on the agency and client side and currently runs her own research consultancy. She taught research methods for many years at Queen’s University Belfast and at Trinity College Dublin. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research Practice.

 

 

 

 

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2008
• Language: English
• ISBN 10: 0273717073
• ISBN 13: 9780273717072
• Binding: Paperback
• Edition number: 3
• Number of pages: 584