The Practice of Market Research

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. 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. The book 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 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.1 The practice of market and social research 2 Types of research 3 Defining the problem 4 Writing a research brief 5 Secondary research 6 Qualitative research 7 Quantitative research 8 Sampling 9 Designing questionnaires 10 Writing a research proposal 11 Doing qualitative research 12 Managing a research project 13 Analysing qualitative data 14 Understanding quantitative data 15 Analysing quantitative data 16 Communicating and reviewing the findings