An introduction to market & social research : planning & using research tools & techniques
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書誌事項
An introduction to market & social research : planning & using research tools & techniques
K. Page, 2006
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注記
Bibliography: p. [149]
Includes index
内容説明・目次
内容説明
An Introduction to Market and Social Research is an easy-to-use guide for anyone who needs to understand the basic principles and techniques of effective market or social research.
Clear descriptions, practical examples, and activities ensure that the reader gains a clear understanding of the research process, and how research information can be used effectively in business decision-making. Each chapter follows the same practical format: a statement of learning outcomes, bullet point summaries, practical examples and exercises, and mini case studies. The book is cross-referenced to the syllabus of the MRS/City & Guilds Certificate in Market & Social Research, containing regular revision sections to help candidates study for the exam.
An Introduction to Market and Social Research is essential reading for market research students and anyone who wants tips on carrying out their own projects, or managing research that they have commissioned.
目次
- Section 1 Introduction to market research 1. Why do I need research? Introducing market and social research Introduction
- What is 'market research'?
- Using research to inform business decisions
- Who carries out research?
- Conducting research ethically
- Summary 2 What do I need to know? Defining research objectives Introduction
- The first steps
- What is the problem?
- From problem to objectives
- Finding resources for the research project
- Creating the research brief
- Summary 3 How am I going to do it? Selecting a research design Introduction
- Defining information needs
- Creating the right research design
- Beginning the research proposal
- Summary 4 How can I gather the information? Identifying different research methods Introduction
- Gathering secondary data
- Gathering data for primary research
- Choosing the best research method
- Summary Section 2 Designing a research project: the tools of market research 5 Who should I talk to? Understanding how sampling works Introduction
- What is a 'research sample'?
- Identifying an appropriate sample
- Choosing the right sampling method
- Creating a good sampling plan
- Summary 6 Where can I find the data I need? Using quantitative research methods Introduction
- Interviewing in market research
- Collecting data using interviews
- Collecting data using self-completion questionnaires
- Collecting data using observation
- Summary 7 How can I find out what people feel about issues? Using qualitative research methods Introduction
- What is qualitative data, and why do we need it?
- Moderating and conducting depth interviews
- Discussion group or depth interview - which is more useful?
- Tools and techniques for depth interviewers and moderators
- Collecting qualitative data using observation
- Summary 8 What questions should I ask? Designing the questionnaire Introduction
- Getting the best information
- Some common problems with questionnaires, and how to avoid them
- Summary Section 3 Completing a market research project 9. How do I know what it all means? Analysing research data Introduction
- Organizing quantitative data
- Analysing quantitative data
- Interpreting the data
- Analysing qualitative data
- Summary 10 What do I do with the information? Reporting and communicating research findings Introduction
- Identifying the links between the findings and the problem
- Helping the client to make sense of the findings
- Structuring an effective research report
- Adding value with your presentation
- Summary 11 Where do I go from here? Developing your career in market research Introduction
- Professional associations for the profession
- Career opportunities in research
- Getting started in market research
- Summary
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