The Practice of Market and Social Research 2nd edition provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects from identifying the problem through to reporting and evaluating the findings. McGivern's book covers the qualitative and quantitative techniques, including a chapter on the analysis of qualitative data a topic which few texts in this market cover. The book is aimed at those preparing for the MRS Advanced Certificate in Market and Social Research, at those doing an undergraduate and postgraduate course with a research module and/or a requirement to produce a research project .

Table of Contents

The Market Research Society Preface Acknowledgements PART I: INTRODUCING MARKET AND SOCIAL RESEARCH 1. The practice of market and social research 2. Introducing types of research PART II: GETTING STARTED 3. Planning and designing research 4. Writing the brief and the proposal 5. Doing secondary research 6. Collecting qualitative data 7. Collecting quantitative data 8. Sampling 9. Collecting data on attitudes 10. Designing questionnaires PART III: GETTING ON AND FINISHING UP 11. Managing a research project 12. Analysing qualitative data 13. Analysing quantitative data 14. Communicating and reviewing the findingsBibliography Index