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_a9780273717072 _cTZS 79,500/= |
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| 040 |
_aMUL _beng. _eAACR |
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| 082 | 0 | 0 | _a658.83 McG |
| 100 | 1 | _aMcGivern, Yvonne. | |
| 245 | 1 | 4 |
_aThe practice of market research : _ban introduction / _cYvonne McGivern. |
| 250 | _a3rd ed. | ||
| 260 |
_aHarlow : _bPrentice Hall/Financial Times, _c2009. |
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| 300 |
_axxx, 548 p. : _bill. ; _c25 cm. |
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| 504 | _aIncludes bibliographical references (p. [529]-536) and index. | ||
| 505 | _aForeword 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 | ||
| 520 | _aThis 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 | _aeng. | ||
| 650 | 0 | _aMarketing research | |
| 650 | 0 | _aSocial sciences | |
| 942 | _cBK | ||
| 999 |
_c6170 _d6170 |
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