The Practice of Market Research offers a comprehensive and
understandable account of the techniques and practical tasks
involved in setting up and running marketing or social research
projects. Linked to the professional body MRS (the Market Research
Society) and with plenty of real-life examples from big-name
companies such as McDonalds and Levis as well as governments and
charities, the author's depth of insight and experience of the real
world of market research is evident throughout this book. The book
offers: A well-rounded overview of market research Strong coverage
of both qualitative and quantitative aspects of market research,
including research design, sampling, qualitative data analysis and
research ethics Valuable insight into the day-to-day tasks of a
researcher Guidance and examples on everything from writing a
proposal and creating a project timetable to preparing a report and
giving a presentation This book is an ideal companion to any
student's market research course or research project and an
indispensable guidebook with a long shelf-life for market research
practitioners and people in the industry.
General
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