THE PRACTICE OF MARKET AND SOCIAL RESEARCH MCGIVEN Y. Księgarnia

The Practice of Market and Social Research 2nd edition provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects - from identifying the problem through to reporting and evaluating the findings.

McGivern's book covers the qualitative and quantitative techniques, including a chapter on the analysis of qualitative data - a topic which few texts in this market cover.

The book is aimed at those preparing for the MRS Advanced Certificate in Market and Social Research, at those doing an undergraduate and postgraduate course with a research module and/or a requirement to produce a research project .

Features

Chapter 12 on the analysis of qualitative data (a topic often omitted in other texts) encourages students to evaluate a project in more depth.
Real life examples and case studies of research in action (i.e. ASBOs, AIDS and Fast-Moving Consumer Goods (FMCG)) offer understanding of contemporary issues.
Chapter aims and summaries help reinforce the main points and act as a revision tool.
Short answer questions at the end of each chapter test knowledge and understanding.

Contents

The Market Research Society Preface Acknowledgements

PART I: INTRODUCING MARKET AND SOCIAL RESEARCH

1. The practice of market and social research
2. Introducing types of research

PART II: GETTING STARTED

3. Planning and designing research
4. Writing the brief and the proposal
5. Doing secondary research
6. Collecting qualitative data
7. Collecting quantitative data
8. Sampling
9. Collecting data on attitudes
10. Designing questionnaires

PART III: GETTING ON AND FINISHING UP

11. Managing a research project
12. Analysing qualitative data 13. Analysing quantitative data
14. Communicating and reviewing the findings

Bibliography
Index

Paperback, 576 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.