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The Practice of Market Research : an introduction / Yvonne McGivern.
Material type:
TextPublication details: Harlow : Financial times prentice hall, 2009.Edition: 3rd edDescription: xxx, 548 p. : ill. ; 25 cmISBN: - 0273717073
- 9780273717072
- 658.83 MCG
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Standard Loan | Moylish Library Main Collection | 658.83 MCG (Browse shelf(Opens below)) | 1 | Available | 39002100444075 | ||
| Standard Loan | Moylish Library Main Collection | 658.83 MCG (Browse shelf(Opens below)) | 2 | Available | 39002100444067 |
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.
Includes bibliographical references and index.
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