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The Practice of Market Research: An Introduction [Paperback]

Yvonne McGivern
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Book Description

20 Nov 2008

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.



Product details

  • Paperback: 584 pages
  • Publisher: Financial Times/ Prentice Hall; 3 edition (20 Nov 2008)
  • Language: English
  • ISBN-10: 0273717073
  • ISBN-13: 978-0273717072
  • Product Dimensions: 23.9 x 18.8 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 331,150 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

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.

 

 

 

 


Inside This Book (Learn More)
First Sentence
The aim of this chapter is to provide an overview of what research is, why it is done and how it operates. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
I didn't buy it at first because I thought I already paid almost 1000 for the BPP e-tutor course for the MRS advance certificate, and so the material provided by BPP should be enough. However I couldn't be more glad that I got this book, and wish I had gotten it earlier. The BPP material, while concise and clearly outlined, lack details and more context, which is a problem for someone like me, who doesn't already have market research experience, and wishes to switch into a market research career through obtaining this certificate.

This book is written in a way that is very easy to read, and the case studies are very interesting. They illustrate how market research is used in the real world, which really helps deepening the understanding than the rather dry material provided by BPP. This is not to say that the BPP course is not useful because the tutor is very helpful, particularly good at providing immediate feedbacks on the IA and she answered any questions I have promptly. However I think this book is a must-have to study for the certificate if you are going with the BPP distance learning route.
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