The practice of market research : (Record no. 6170)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 08632cam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780273717072 |
| Terms of availability | TZS 79,500/= |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 McG |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | McGivern, Yvonne. |
| 245 14 - TITLE STATEMENT | |
| Title | The practice of market research : |
| Sub Title | an introduction / |
| Statement of responsibility, etc | Yvonne McGivern. |
| 250 ## - Edition Statement | |
| Edition statement | 3rd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Harlow : |
| Name of publisher | Prentice Hall/Financial Times, |
| Year of publication | 2009. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xxx, 548 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references (p. [529]-536) and index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Foreword xiii <br/>About MRS xiv <br/>Preface xv <br/>Guide to the main focus of case studies xix <br/>Acknowledgements xxvii <br/>Part I INTRODUCING MARKET AND SOCIAL RESEARCH 1 <br/> 1 The practice of market research<br/> 3 <br/> Introduction<br/> 3 <br/> Topics covered<br/> 3 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 3 <br/> Learning outcomes<br/> 3 <br/> What is research?<br/> 4 <br/> The use and value of market and social research<br/> 5 <br/> Research roles<br/> 21 <br/> Ethics and the practice of research<br/> 26 <br/> Professional codes of conduct<br/> 31 <br/> Research and data protection legislation<br/> 33 <br/> Chapter summary<br/> 37 <br/> Questions and exercises<br/> 38 <br/> References<br/> 39 <br/> Recommended reading<br/> 40 <br/> 2 Introducing types of research<br/> 41 <br/> Introduction<br/> 41 <br/> Topics covered<br/> 41 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 41 <br/> Learning outcomes<br/> 42 <br/> Types of research<br/> 42 <br/> The nature of the research enquiry<br/> 42 <br/> Mode of data collection<br/> 44 <br/> The type of data<br/> 46 <br/> The source of the data<br/> 49 <br/> The method of data collection<br/> 51 <br/> The way the data are bought<br/> 53 <br/> The setting of the research<br/> 54 <br/> Chapter summary<br/> 56 <br/> Questions and exercises<br/> 56 <br/> References<br/> 56 <br/> Recommended reading<br/> 57 <br/>Part II GETTING STARTED 59 <br/> 3 Planning and designing research<br/> 61 <br/> Introduction<br/> 61 <br/> Topics covered<br/> 61 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 61 <br/> Learning outcomes<br/> 62 <br/> What is research design?<br/> 62 <br/> Defining the problem<br/> 64 <br/> The nature of the research enquiry<br/> 72 <br/> Units of analysis<br/> 79 <br/> The time dimension<br/> 81 <br/> Research designs<br/> 81 <br/> Chapter summary<br/> 93 <br/> Questions and exercises<br/> 94 <br/> References<br/> 94 <br/> Recommended reading<br/> 95 <br/> 4 Writing the brief and the proposal<br/> 97 <br/> Introduction<br/> 97 <br/> Topics covered<br/> 97 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 98 <br/> Learning outcomes<br/> 98 <br/> Roles in the briefing and research design process<br/> 99 <br/> Preparing a research brief<br/> 101 <br/> Choosing a research supplier<br/> 108 <br/> Questioning a brief<br/> 109 <br/> Preparing a research proposal<br/> 109 <br/> Evaluating a proposal<br/> 125 <br/> Responding to a proposal<br/> 126 <br/> The client-researcher relationship<br/> 127 <br/> Chapter summary<br/> 127 <br/> Questions and exercises<br/> 128 <br/> References<br/> 129 <br/> Recommended reading<br/> 129 <br/> 5 Doing secondary research<br/> 131 <br/> Introduction<br/> 131 <br/> Topics covered<br/> 131 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 131 <br/> Learning outcomes<br/> 132 <br/> Why bother with secondary research?<br/> 132 <br/> What is secondary research?<br/> 133 <br/> Secondary sources<br/> 134 <br/> Assessing quality and suitability<br/> 148 <br/> Data storage and retrieval systems<br/> 149 <br/> Analysing secondary data �� data fusion and data mining<br/> 152 <br/> Chapter summary<br/> 157 <br/> Questions and exercises<br/> 158 <br/> References<br/> 158 <br/> Recommended reading<br/> 159 <br/> 6 Planning and conducting qualitative research<br/> 161 <br/> Introduction<br/> 161 <br/> Topics covered<br/> 161 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 161 <br/> Learning outcomes<br/> 162 <br/> What is qualitative research?<br/> 162 <br/> Observation and ethnography<br/> 163 <br/> Interviews and group discussions<br/> 170 <br/> Other interview-based approaches<br/> 178 <br/> Online qualitative research<br/> 187 <br/> Interviewing and moderating skills<br/> 193 <br/> Designing the interview or discussion guide<br/> 200 <br/> Semiotics and qualitative research<br/> 210 <br/> Chapter summary<br/> 215 <br/> Questions and exercises<br/> 217 <br/> References<br/> 217 <br/> Recommended reading<br/> 218 <br/> 7 Collecting quantitative data<br/> 221 <br/> Introduction<br/> 221 <br/> Topics covered<br/> 221 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 221 <br/> Learning outcomes<br/> 221 <br/> Interviewing<br/> 222 <br/> The role of the interviewer<br/> 222 <br/> Face-to-face interviews<br/> 225 <br/> Telephone interviews<br/> 230 <br/> Self-completion methods<br/> 232 <br/> Other data collection formats<br/> 245 <br/> Observation<br/> 250 <br/> Chapter summary<br/> 253 <br/> Questions and exercises<br/> 255 <br/> References<br/> 255 <br/> Recommended reading<br/> 256 <br/> 8 Sampling<br/> 257 <br/> Introduction<br/> 257 <br/> Topics covered<br/> 257 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 257 <br/> Learning outcomes<br/> 257 <br/> Developing a sampling plan<br/> 258 <br/> Sampling theory<br/> 269 <br/> Probability or random sampling methods<br/> 276 <br/> Semi-random sampling<br/> 283 <br/> Non-probability sampling methods<br/> 283 <br/> Sampling in qualitative research<br/> 290 <br/> Chapter summary<br/> 294 <br/> Questions and exercises<br/> 295 <br/> References<br/> 296 <br/> Recommended reading<br/> 296 <br/> 9 Designing questionnaires<br/> 297 <br/> Introduction<br/> 297 <br/> Topics covered<br/> 297 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 298 <br/> Learning outcomes<br/> 298 <br/> The importance of good design<br/> 298 <br/> The questionnaire design process<br/> 305 <br/> Question content<br/> 306 <br/> Question wording<br/> 314 <br/> Question structure<br/> 325 <br/> Asking questions on attitudes<br/> 329 <br/> Question order<br/> 344 <br/> Layout and appearance<br/> 345 <br/> Questionnaire length<br/> 345 <br/> Pilot study<br/> 345 <br/> Chapter summary<br/> 352 <br/> Questions and exercises<br/> 353 <br/> References<br/> 354 <br/> Recommended reading<br/> 355 <br/>Part III GETTING ON AND FINISHING UP 357 <br/> 10 Managing a research project<br/> 359 <br/> Introduction<br/> 359 <br/> Topics covered<br/> 359 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 359 <br/> Learning outcomes<br/> 359 <br/> Making it happen<br/> 360 <br/> Organising fieldwork<br/> 363 <br/> Checking the viability of the data collection tool<br/> 369 <br/> Briefing interviewers and recruiters<br/> 372 <br/> Organising data processing<br/> 378 <br/> An overview of the analysis process<br/> 390 <br/> Checking and reporting progress<br/> 391 <br/> Chapter summary<br/> 393 <br/> Questions and exercises<br/> 394 <br/> References<br/> 394 <br/> Recommended reading<br/> 394 <br/> 11 Analysing qualitative data<br/> 395 <br/> Introduction<br/> 395 <br/> Topics covered<br/> 395 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 395 <br/> Learning outcomes<br/> 395 <br/> What is qualitative data analysis?<br/> 396 <br/> Planning the analysis<br/> 402 <br/> Doing the analysis<br/> 407 <br/> Using computers in qualitative data analysis<br/> 421 <br/> Chapter summary<br/> 423 <br/> Questions and exercises<br/> 425 <br/> References<br/> 425 <br/> Recommended reading<br/> 426 <br/> 12 Analysing quantitative data 1<br/> 427 <br/> Introduction<br/> 427 <br/> Topics covered<br/> 427 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 427 <br/> Learning outcomes<br/> 427 <br/> The purpose of data analysis<br/> 428 <br/> Planning the analysis<br/> 428 <br/> Understanding data<br/> 430 <br/> Types of data analysis<br/> 440 <br/> Univariate descriptive analysis<br/> 441 <br/> Chapter summary<br/> 451 <br/> Questions and exercises<br/> 452 <br/> References<br/> 452 <br/> Recommended reading<br/> 452 <br/> 13 Analysing quantitative data 2<br/> 455 <br/> Introduction<br/> 455 <br/> Topics covered<br/> 455 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 455 <br/> Learning outcomes<br/> 456 <br/> Bivariate descriptive analysis<br/> 456 <br/> Data reduction<br/> 465 <br/> Looking for patterns and relationships<br/> 469 <br/> Explanatory analysis<br/> 476 <br/> Inferential analysis<br/> 487 <br/> Chapter summary<br/> 493 <br/> Questions and exercises<br/> 494 <br/> References<br/> 494 <br/> Recommended reading<br/> 494 <br/> 14 Communicating and reviewing the findings<br/> 495 <br/> Introduction<br/> 495 <br/> Topics covered<br/> 495 <br/> Relationship to MRS Advanced Certificate Syllabus<br/> 495 <br/> Learning outcomes<br/> 495 <br/> Communicating the findings<br/> 496 <br/> Preparing and delivering a presentation<br/> 499 <br/> Writing a report<br/> 506 <br/> Presenting data in tables, diagrams and charts<br/> 516 <br/> Evaluating the quality of research<br/> 523 <br/> Chapter summary<br/> 527 <br/> Questions and exercises<br/> 527 <br/> References<br/> 528 <br/> Recommended reading<br/> 528 <br/>Bibliography 529 <br/>Index 537 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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 |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Social sciences |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 01/28/2009 | Radar bookshop | 658.83 McG | 0059122 | 1 | 12/06/2022 | Book |