Yvonne McGivern

The Practice of Market Research

An Introduction

• Broschiertes Buch

Produktbeschreibung

Learn the techniques and tasks involved in designing and running a research project The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers an introduction to market and social research, with an insight into data analytics and data mining, as well as a range of real-life examples of how research is applied in practice.

Produktdetails

• Verlag: Pearson Education Limited
• 5 ed
• Seitenzahl: 608
• Erscheinungstermin: 17. November 2021
• Englisch
• Abmessung: 242mm x 188mm x 25mm
• Gewicht: 1116g
• ISBN-13: 9781292331362
• ISBN-10: 1292331364
• Artikelnr.: 62111661

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