MTU Library Catalogue

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The practice of market research : an introduction / Yvonne McGivern.

By: McGivern, Yvonne.
Material type: materialTypeLabelBookPublisher: Harlow, England ; New York : Prentice Hall/Financial Times, 2009Edition: 3rd ed.Description: xxx, 548 p. : ill. ; 25 cm.ISBN: 0273717073 ; 9780273717072 .Subject(s): Marketing research -- Methodology | Social sciences -- Research -- MethodologyDDC classification: 001.4
Contents:
Part I: Introducing market and social research -- The practice of market research -- Introducing types of research -- Part II: Getting started -- Planning and designing research -- Writing the brief and the proposal -- Doing secondary research -- Planning and conducting qualitative research -- Collecting quantitative data -- Sampling -- Designing questionnaires -- Part III: Getting on and finishing up -- Managing a research project -- Analysing qualitative data -- Analysing quantitative data 1 -- Analysing quantitative data 2 -- Communicating and reviewing the findings.

Enhanced descriptions from Syndetics:

This is a comprehensive account of the techniques and the day-to-day tasks of the researcher. Easy to read and understand, McGivern's book covers not only research methods and techniques, such as sampling and questionnaire design, but also the practical tasks of running a research project.

Bibliography: (pages 529-536) and index.

Part I: Introducing market and social research -- The practice of market research -- Introducing types of research -- Part II: Getting started -- Planning and designing research -- Writing the brief and the proposal -- Doing secondary research -- Planning and conducting qualitative research -- Collecting quantitative data -- Sampling -- Designing questionnaires -- Part III: Getting on and finishing up -- Managing a research project -- Analysing qualitative data -- Analysing quantitative data 1 -- Analysing quantitative data 2 -- Communicating and reviewing the findings.

Table of contents provided by Syndetics

  • Foreword 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 Designing questionnaires
  • Part III Getting On And Finishing Up
  • 10 Managing a research project
  • 11 Analysing qualitative data
  • 12 Analysing quantitative data 1
  • 13 Analysing quantitative data 2
  • 14 Communicating and reviewing the findings
  • Bibliography
  • Index