The Practice of Market and Social Research: An Introduction (2nd Edition)

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. Cover Contents Part 1 Introducing Market and Social Research 1 The practice of market research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus What is research? Research contexts The use, value and limitations of research The research process Research roles Ethics and the practice of research Professional codes of conduct Research and data protection legislation Chapter summary Questions and exercises References Recommended reading 2 Types of research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Types of research The nature of the research enquiry The source of the data The type of data Continuous or ‘one-off’ data collection The method of data collection The process of research design Types of research design Chapter summary Questions and exercises References Recommended reading Part 2 Getting Started 3 Defining the research problem Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Defining the problem The nature of the research enquiry Formulating research objectives Units of analysis The time dimension Investing in research: the practicalities Chapter summary Questions and exercises References Recommended reading 4 Writing a research brief Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Roles in the briefing process Links between the brief and the proposal Preparing a written research brief Choosing a research supplier Checking the brief The client-researcher relationship Chapter summary Questions and exercises References Recommended reading 5 Secondary research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Why do secondary research? What is secondary research? Secondary sources Assessing quality and suitability Secondary data analysis Data storage and retrieval systems Data mining Data integration Chapter summary Questions and exercises References Recommended reading 6 Qualitative research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus What is qualitative research? Observation and offline and online ethnography Semiotics Other interview-based approaches Online group discussions and interviews Online research communities Chapter summary Questions and exercises References Recommended reading 7 Quantitative research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Interrogative methods Face-to-face data collection Telephone data collection Self-completion methods of data collection Other data collection formats Mixing or switching modes of data collection Observational methods of data collection Chapter summary Questions and exercises References Recommended reading 8 Sampling Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Sampling units and sampling elements Developing a sampling plan Sampling theory Probability or random sampling methods Semi-random sampling Non-probability sampling methods Sampling in online research Chapter summary Questions and exercises References Recommended reading 9 Designing questionnaires Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus The importance of good design The contribution of good design The questionnaire design process Question content Question wording Question structure Designing questions on attitudes Reviewing the questions Question order Layout and appearance Questionnaire length Checking the questionnaire Pilot study Chapter summary Questions and exercises References Recommended reading 10 Writing a research proposal Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus The purpose of a research proposal Questioning the brief Links between the brief and the proposal The contents of a research proposal Evaluating a proposal What happens next? Chapter summary Questions and exercises References Recommended reading 11 Doing qualitative research Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Tasks and skills of the qualitative researcher Sampling and recruiting research participants Designing the interview or discussion guide Interviewing and moderating skills Projective and enabling techniques Chapter summary Questions and exercises References Recommended reading Part 3 Getting on and Finishing off 12 Managing a research project Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Project management Getting started: making it happen Organising fieldwork Checking the viability of the questionnaire Briefing interviewers and recruiters Organising data processing Thinking ahead to the analysis Checking and reporting progress Chapter summary Questions and exercises References Recommended reading 13 Analysing qualitative data Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus What is qualitative data analysis? Approaches to analysis Doing the analysis Using computers in qualitative data analysis Chapter summary Questions and exercises References Recommended reading 14 Understanding quantitative data Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Planning the analysis Understanding data Types of data analysis Univariate descriptive analysis Bivariate descriptive analysis Data reduction Chapter summary Questions and exercises References Recommended reading 15 Analysing quantitative data Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Looking for patterns and relationships Explanatory analysis Inferential analysis Chapter summary Questions and exercises References Recommended reading 16 Communicating and reviewing the findings Introduction Topics covered Relationship to MRS Advanced Certificate Syllabus Communicating the findings Preparing and delivering a presentation Writing a report Presenting data in tables, diagrams and charts Evaluating the quality of research Added value Chapter summary Questions and exercises References Recommended reading Bibliography Index __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: 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.