Yvonne McGivern

The Practice of Market Research (eBook, PDF)

From Data to Insight

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Pearson ITP
• Erscheinungstermin: 4. Oktober 2021
• Englisch
• ISBN-13: 9781292331348
• Artikelnr.: 63276495

Autorenporträt

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.

Inhaltsangabe

Foreword
About MRS
Preface
Guide to MRS Advanced Certificate syllabus learning outcomes
Acknowledgements 
Part 1 Introducing market and social research
* 1. Research, data and insight
* 2. The practice of market and social research
* 3. Types of data and research
Part 2 Planning and designing research
* 4. Business problem and research problem
* 5. Research design
* 6. Writing a research brief
* 7. Writing a research proposal
Part 3 Secondary or existing data
* 8. Sources of existing data
* 9. Evaluating existing data
Part 4 Qualitative research
* 10. Qualitative research methods
* 11. Doing qualitative research
* 12. Analysing qualitative data
Part 5 Quantitative research
* 13. Methods of data collection
* 14. Sampling
* 15. Designing questionnaires
* 16. Understanding data
* 17. Analysing quantitative data
* 18. Data mining and data analytics
Part 6 Bringing it all together Managing and reviewing a project
* 20. Communicating the findings
Bibliography
Index