The Practice of Market Research: From Data to Insight - Softcover

McGivern, Yvonne

Softcover

ISBN 10: 1292331364 ISBN 13: 9781292331362

Publisher: Pearson, 2021

Synopsis

Learn the techniques and practical tasks involved in designing and running a research project

The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers a thorough introduction to the practice of market and social research. It is structured around the research process – from defining the problem to be researched to communicating the insight which the research produces. An ideal companion for a market research student or anyone doing a research project, the book takes you through data analytics and data mining in a market research context, in addition to explaining the ethical, legal and regulatory context in which research operates.

The ‘Industry Insights' draw real-world examples from successful market research projects in companies such as Formula One, BBC, IBM, PayPal, Twinings and Volvo. There are also examples of research on social issues including the COVID-19 pandemic, anti-social behaviour, HIV/AIDS, cancer support and many more. The new edition supports the MRS Advanced Certificate in Market and Social Research Practice.

This is a great applied marketing research text that will be suitable for students going beyond the basics of research and learning about how marketing research works in practice

• Ben Lowe, Professor of Marketing, Kent Business School, University of Kent

Marketing research clearly explained as a professional practice - with practical advice on issues to consider and ways forward - and as an academic discipline with methodological and theoretical concerns.

• Dr Philippa Ward, Reader in Services Marketing, University of Gloucestershire

About the author:

Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods 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.

Pearson, the world's learning company.

About this title

About the Author

Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods 

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.

From the Back Cover

Learn the techniques and practical tasks involved in designing and running a research project

The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers a well-rounded and thorough introduction to the practice of market and social research. The book is structured around the research process – from defining the problem to be researched to communicating the insight which the research produces. It helps you put theory into practice by discussing research methods and practical tasks involved in planning and executing a research project.

The book supports the industry's professional qualification, the MRS Advanced Certificate in Market and Social Research Practice. It is an ideal companion for a market research student or anyone doing a research project, and an indispensable guide for market research practitioners and industry insiders.

This is a great applied marketing research text that will be suitable for students going beyond the basics of research and learning about how marketing research works in practice.

• Ben Lowe, Professor of Marketing, Kent Business School, University of Kent

Marketing research clearly explained as a professional practice - with practical advice on issues to consider and ways forward - and as an academic discipline with methodological and theoretical concerns.

• Dr Philippa Ward, Reader in Services Marketing, University of Gloucestershire

The Practice of Market Research offers:

• In-depth coverage of the new developments in the discipline to reflect changes in the ethical, legal and regulatory context in which market research operates

• Valuable insight into the day-to-day tasks of a researcher with comprehensive coverage of secondary research, sampling, questionnaire design, qualitative data analysis and quantitative data collection 

• An overview of data mining and data analytics in a market research context

• Industry insights from companies such as Formula One, Glaxo Smith Kline, BBC, IBM, PayPal, Twinings and Volvo to communicate the key elements of successful market research

• Examples of real-world social research for government and charities on complex social issues including the COVID-19 pandemic, anti-social behaviour, HIV/AIDS, cancer support and many more

• A clear and easy-to-follow structure with six main sections covering all aspects of market and social research

• Guidance on preparing key documents such as research brief, proposal, report and evaluating research findings

About the author:

Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods 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.

Pearson, the world's learning company.

Edition details

• Publisher: Pearson
• Publication date: 2021
• ISBN 10: 1292331364
• ISBN 13: 9781292331362
• Binding: Paperback
• Language: English
• Edition number: 5
• Number of pages: 672