An Introduction to Market and Social Research: Plannning and Using Research Tools and Techniques (Market Research in Practice) - Softcover

Adams, Karen; Brace, Ian

Softcover

ISBN 10: 0749443774 ISBN 13: 9780749443771

Publisher: Kogan Page, 2006

Synopsis

<p>An Introduction to Market and Social Research is an easy-to-use guide for anyone who needs to understand the basic principles and techniques of effective market or social research.<br><br> Clear descriptions, practical examples, and activities ensure that the reader gains a clear understanding of the research process, and how research information can be used effectively in business decision-making. Each chapter follows the same practical format: a statement of learning outcomes, bullet point summaries, practical examples and exercises, and mini case studies. The book is cross-referenced to the syllabus of the MRS/City & Guilds Certificate in Market & Social Research, containing regular revision sections to help candidates study for the exam.<br><br> An Introduction to Market and Social Research is essential reading for market research students and anyone who wants tips on carrying out their own projects, or managing research that they have commissioned.</p>

About this title

About the Authors

Karen Adams was Head of Professional Development for the Market Research Society, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of the MRS's suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds.

<p><b>Ian Brace</b> is director of research methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup.<br><br><b> Ian Brace </b>is a visiting fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of <i> Questionnaire Design</i>, and co-author of <i>An Introduction to Market &amp; Social Research</i>, also published by Kogan Page.</p>

Excerpt. © Reprinted by permission. All rights reserved.

<p><b>Section 1 Introduction to market research</b><br><br> <b>1. Why do I need research? Introducing market and social research </b><br><br> Introduction; What is 'market research'?; Using research to inform business decisions; Who carries out research?; Conducting research ethically; Summary<br><br> <b>2 What do I need to know? Defining research objectives </b><br><br> Introduction; The first steps; What is the problem?; From problem to objectives; Finding resources for the research project; Creating the research brief; Summary<br><br> <b>3 How am I going to do it? Selecting a research design </b><br><br> Introduction; Defining information needs; Creating the right research design; Beginning the research proposal; Summary<br><br> <b>4 How can I gather the information? Identifying different research methods </b><br><br> Introduction; Gathering secondary data; Gathering data for primary research; Choosing the best research method; Summary<br><br> <b>Section 2 Designing a research project: the tools of market research</b><br><br> <b>5 Who should I talk to? Understanding how sampling works </b><br><br> Introduction; What is a 'research sample'?; Identifying an appropriate sample; Choosing the right sampling method; Creating a good sampling plan; Summary<br><br> <b>6 Where can I find the data I need? Using quantitative research methods </b><br><br> Introduction; Interviewing in market research; Collecting data using interviews; Collecting data using self-completion questionnaires; Collecting data using observation; Summary<br><br> <b>7 How can I find out what people feel about issues? Using qualitative research methods </b><br><br> Introduction; What is qualitative data, and why do we need it?; Moderating and conducting depth interviews; Discussion group or depth interview - which is more useful?; Tools and techniques for depth interviewers and moderators; Collecting qualitative data using observation; Summary<br><br> <b>8 What questions should I ask? Designing the questionnaire </b><br><br> Introduction; Getting the best information; Some common problems with questionnaires, and how to avoid them; Summary<br><br> <b>Section 3 Completing a market research project</b><br><br> <b>9. How do I know what it all means? Analysing research data </b><br><br> Introduction; Organizing quantitative data; Analysing quantitative data; Interpreting the data; Analysing qualitative data; Summary<br><br> <b>10 What do I do with the information? Reporting and communicating research findings </b><br><br> Introduction; Identifying the links between the findings and the problem; Helping the client to make sense of the findings; Structuring an effective research report; Adding value with your presentation; Summary<br><br> <b>11 Where do I go from here? Developing your career in market research </b><br><br> Introduction; Professional associations for the profession; Career opportunities in research; Getting started in market research; Summary</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2006
• Language: English
• ISBN 10: 0749443774
• ISBN 13: 9780749443771
• Binding: Paperback
• Edition number: 1
• Number of pages: 160