The practice of market research : an introduction / Yvonne McGivern.

By:

McGivern, Yvonne

Material type: Text

TextPublication details: Harlow : Prentice Hall/Financial Times, 2009.Edition: 3rd edDescription: xxx, 548 p. : ill. ; 25 cmISBN:

9780273717072

Subject(s):

DDC classification:

658.83 McG

Contents:

Foreword xiii About MRS xiv Preface xv Guide to the main focus of case studies xix Acknowledgements xxvii Part I INTRODUCING MARKET AND SOCIAL RESEARCH 1 1 The practice of market research 3 Introduction 3 Topics covered 3 Relationship to MRS Advanced Certificate Syllabus 3 Learning outcomes 3 What is research? 4 The use and value of market and social research 5 Research roles 21 Ethics and the practice of research 26 Professional codes of conduct 31 Research and data protection legislation 33 Chapter summary 37 Questions and exercises 38 References 39 Recommended reading 40 2 Introducing types of research 41 Introduction 41 Topics covered 41 Relationship to MRS Advanced Certificate Syllabus 41 Learning outcomes 42 Types of research 42 The nature of the research enquiry 42 Mode of data collection 44 The type of data 46 The source of the data 49 The method of data collection 51 The way the data are bought 53 The setting of the research 54 Chapter summary 56 Questions and exercises 56 References 56 Recommended reading 57 Part II GETTING STARTED 59 3 Planning and designing research 61 Introduction 61 Topics covered 61 Relationship to MRS Advanced Certificate Syllabus 61 Learning outcomes 62 What is research design? 62 Defining the problem 64 The nature of the research enquiry 72 Units of analysis 79 The time dimension 81 Research designs 81 Chapter summary 93 Questions and exercises 94 References 94 Recommended reading 95 4 Writing the brief and the proposal 97 Introduction 97 Topics covered 97 Relationship to MRS Advanced Certificate Syllabus 98 Learning outcomes 98 Roles in the briefing and research design process 99 Preparing a research brief 101 Choosing a research supplier 108 Questioning a brief 109 Preparing a research proposal 109 Evaluating a proposal 125 Responding to a proposal 126 The client-researcher relationship 127 Chapter summary 127 Questions and exercises 128 References 129 Recommended reading 129 5 Doing secondary research 131 Introduction 131 Topics covered 131 Relationship to MRS Advanced Certificate Syllabus 131 Learning outcomes 132 Why bother with secondary research? 132 What is secondary research? 133 Secondary sources 134 Assessing quality and suitability 148 Data storage and retrieval systems 149 Analysing secondary data �� data fusion and data mining 152 Chapter summary 157 Questions and exercises 158 References 158 Recommended reading 159 6 Planning and conducting qualitative research 161 Introduction 161 Topics covered 161 Relationship to MRS Advanced Certificate Syllabus 161 Learning outcomes 162 What is qualitative research? 162 Observation and ethnography 163 Interviews and group discussions 170 Other interview-based approaches 178 Online qualitative research 187 Interviewing and moderating skills 193 Designing the interview or discussion guide 200 Semiotics and qualitative research 210 Chapter summary 215 Questions and exercises 217 References 217 Recommended reading 218 7 Collecting quantitative data 221 Introduction 221 Topics covered 221 Relationship to MRS Advanced Certificate Syllabus 221 Learning outcomes 221 Interviewing 222 The role of the interviewer 222 Face-to-face interviews 225 Telephone interviews 230 Self-completion methods 232 Other data collection formats 245 Observation 250 Chapter summary 253 Questions and exercises 255 References 255 Recommended reading 256 8 Sampling 257 Introduction 257 Topics covered 257 Relationship to MRS Advanced Certificate Syllabus 257 Learning outcomes 257 Developing a sampling plan 258 Sampling theory 269 Probability or random sampling methods 276 Semi-random sampling 283 Non-probability sampling methods 283 Sampling in qualitative research 290 Chapter summary 294 Questions and exercises 295 References 296 Recommended reading 296 9 Designing questionnaires 297 Introduction 297 Topics covered 297 Relationship to MRS Advanced Certificate Syllabus 298 Learning outcomes 298 The importance of good design 298 The questionnaire design process 305 Question content 306 Question wording 314 Question structure 325 Asking questions on attitudes 329 Question order 344 Layout and appearance 345 Questionnaire length 345 Pilot study 345 Chapter summary 352 Questions and exercises 353 References 354 Recommended reading 355 Part III GETTING ON AND FINISHING UP 357 10 Managing a research project 359 Introduction 359 Topics covered 359 Relationship to MRS Advanced Certificate Syllabus 359 Learning outcomes 359 Making it happen 360 Organising fieldwork 363 Checking the viability of the data collection tool 369 Briefing interviewers and recruiters 372 Organising data processing 378 An overview of the analysis process 390 Checking and reporting progress 391 Chapter summary 393 Questions and exercises 394 References 394 Recommended reading 394 11 Analysing qualitative data 395 Introduction 395 Topics covered 395 Relationship to MRS Advanced Certificate Syllabus 395 Learning outcomes 395 What is qualitative data analysis? 396 Planning the analysis 402 Doing the analysis 407 Using computers in qualitative data analysis 421 Chapter summary 423 Questions and exercises 425 References 425 Recommended reading 426 12 Analysing quantitative data 1 427 Introduction 427 Topics covered 427 Relationship to MRS Advanced Certificate Syllabus 427 Learning outcomes 427 The purpose of data analysis 428 Planning the analysis 428 Understanding data 430 Types of data analysis 440 Univariate descriptive analysis 441 Chapter summary 451 Questions and exercises 452 References 452 Recommended reading 452 13 Analysing quantitative data 2 455 Introduction 455 Topics covered 455 Relationship to MRS Advanced Certificate Syllabus 455 Learning outcomes 456 Bivariate descriptive analysis 456 Data reduction 465 Looking for patterns and relationships 469 Explanatory analysis 476 Inferential analysis 487 Chapter summary 493 Questions and exercises 494 References 494 Recommended reading 494 14 Communicating and reviewing the findings 495 Introduction 495 Topics covered 495 Relationship to MRS Advanced Certificate Syllabus 495 Learning outcomes 495 Communicating the findings 496 Preparing and delivering a presentation 499 Writing a report 506 Presenting data in tables, diagrams and charts 516 Evaluating the quality of research 523 Chapter summary 527 Questions and exercises 527 References 528 Recommended reading 528 Bibliography 529 Index 537

Summary: 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

Tags from this library: No tags from this library for this title.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	658.83 McG (Browse shelf(Opens below))	1	Available		0059122

Total holds: 0

Browsing Mzumbe University Main Campus Library shelves Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.83 MAL Marketing research : an applied approach	658.83 MAL Marketing research : an applied approach	658.83 McD Marketing research essentials	658.83 McG The practice of market research : an introduction /	658.83 MER Implementable marketing research	658.83 MER Implementable marketing research	658.83 MER Implementable marketing research	Next

Includes bibliographical references (p. [529]-536) and index.

Foreword xiii
About MRS xiv
Preface xv
Guide to the main focus of case studies xix
Acknowledgements xxvii
Part I INTRODUCING MARKET AND SOCIAL RESEARCH 1
1 The practice of market research
3
Introduction
3
Topics covered
3
Relationship to MRS Advanced Certificate Syllabus
3
Learning outcomes
3
What is research?
4
The use and value of market and social research
5
Research roles
21
Ethics and the practice of research
26
Professional codes of conduct
31
Research and data protection legislation
33
Chapter summary
37
Questions and exercises
38
References
39
Recommended reading
40
2 Introducing types of research
41
Introduction
41
Topics covered
41
Relationship to MRS Advanced Certificate Syllabus
41
Learning outcomes
42
Types of research
42
The nature of the research enquiry
42
Mode of data collection
44
The type of data
46
The source of the data
49
The method of data collection
51
The way the data are bought
53
The setting of the research
54
Chapter summary
56
Questions and exercises
56
References
56
Recommended reading
57
Part II GETTING STARTED 59
3 Planning and designing research
61
Introduction
61
Topics covered
61
Relationship to MRS Advanced Certificate Syllabus
61
Learning outcomes
62
What is research design?
62
Defining the problem
64
The nature of the research enquiry
72
Units of analysis
79
The time dimension
81
Research designs
81
Chapter summary
93
Questions and exercises
94
References
94
Recommended reading
95
4 Writing the brief and the proposal
97
Introduction
97
Topics covered
97
Relationship to MRS Advanced Certificate Syllabus
98
Learning outcomes
98
Roles in the briefing and research design process
99
Preparing a research brief
101
Choosing a research supplier
108
Questioning a brief
109
Preparing a research proposal
109
Evaluating a proposal
125
Responding to a proposal
126
The client-researcher relationship
127
Chapter summary
127
Questions and exercises
128
References
129
Recommended reading
129
5 Doing secondary research
131
Introduction
131
Topics covered
131
Relationship to MRS Advanced Certificate Syllabus
131
Learning outcomes
132
Why bother with secondary research?
132
What is secondary research?
133
Secondary sources
134
Assessing quality and suitability
148
Data storage and retrieval systems
149
Analysing secondary data �� data fusion and data mining
152
Chapter summary
157
Questions and exercises
158
References
158
Recommended reading
159
6 Planning and conducting qualitative research
161
Introduction
161
Topics covered
161
Relationship to MRS Advanced Certificate Syllabus
161
Learning outcomes
162
What is qualitative research?
162
Observation and ethnography
163
Interviews and group discussions
170
Other interview-based approaches
178
Online qualitative research
187
Interviewing and moderating skills
193
Designing the interview or discussion guide
200
Semiotics and qualitative research
210
Chapter summary
215
Questions and exercises
217
References
217
Recommended reading
218
7 Collecting quantitative data
221
Introduction
221
Topics covered
221
Relationship to MRS Advanced Certificate Syllabus
221
Learning outcomes
221
Interviewing
222
The role of the interviewer
222
Face-to-face interviews
225
Telephone interviews
230
Self-completion methods
232
Other data collection formats
245
Observation
250
Chapter summary
253
Questions and exercises
255
References
255
Recommended reading
256
8 Sampling
257
Introduction
257
Topics covered
257
Relationship to MRS Advanced Certificate Syllabus
257
Learning outcomes
257
Developing a sampling plan
258
Sampling theory
269
Probability or random sampling methods
276
Semi-random sampling
283
Non-probability sampling methods
283
Sampling in qualitative research
290
Chapter summary
294
Questions and exercises
295
References
296
Recommended reading
296
9 Designing questionnaires
297
Introduction
297
Topics covered
297
Relationship to MRS Advanced Certificate Syllabus
298
Learning outcomes
298
The importance of good design
298
The questionnaire design process
305
Question content
306
Question wording
314
Question structure
325
Asking questions on attitudes
329
Question order
344
Layout and appearance
345
Questionnaire length
345
Pilot study
345
Chapter summary
352
Questions and exercises
353
References
354
Recommended reading
355
Part III GETTING ON AND FINISHING UP 357
10 Managing a research project
359
Introduction
359
Topics covered
359
Relationship to MRS Advanced Certificate Syllabus
359
Learning outcomes
359
Making it happen
360
Organising fieldwork
363
Checking the viability of the data collection tool
369
Briefing interviewers and recruiters
372
Organising data processing
378
An overview of the analysis process
390
Checking and reporting progress
391
Chapter summary
393
Questions and exercises
394
References
394
Recommended reading
394
11 Analysing qualitative data
395
Introduction
395
Topics covered
395
Relationship to MRS Advanced Certificate Syllabus
395
Learning outcomes
395
What is qualitative data analysis?
396
Planning the analysis
402
Doing the analysis
407
Using computers in qualitative data analysis
421
Chapter summary
423
Questions and exercises
425
References
425
Recommended reading
426
12 Analysing quantitative data 1
427
Introduction
427
Topics covered
427
Relationship to MRS Advanced Certificate Syllabus
427
Learning outcomes
427
The purpose of data analysis
428
Planning the analysis
428
Understanding data
430
Types of data analysis
440
Univariate descriptive analysis
441
Chapter summary
451
Questions and exercises
452
References
452
Recommended reading
452
13 Analysing quantitative data 2
455
Introduction
455
Topics covered
455
Relationship to MRS Advanced Certificate Syllabus
455
Learning outcomes
456
Bivariate descriptive analysis
456
Data reduction
465
Looking for patterns and relationships
469
Explanatory analysis
476
Inferential analysis
487
Chapter summary
493
Questions and exercises
494
References
494
Recommended reading
494
14 Communicating and reviewing the findings
495
Introduction
495
Topics covered
495
Relationship to MRS Advanced Certificate Syllabus
495
Learning outcomes
495
Communicating the findings
496
Preparing and delivering a presentation
499
Writing a report
506
Presenting data in tables, diagrams and charts
516
Evaluating the quality of research
523
Chapter summary
527
Questions and exercises
527
References
528
Recommended reading
528
Bibliography 529
Index 537

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

eng.

There are no comments on this title.

to post a comment.