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An Introduction to Market and Social Research By Karen Adams

An Introduction to Market and Social Research by Karen Adams

Condition - Very Good
5 in stock


A well structured book that provides advice on managing and running market research projects. The core text for the Market Research Society Level 2 Certificate in Market & Social Research.

An Introduction to Market and Social Research Summary

An Introduction to Market and Social Research: Planning & Using Research Tools & Techniqes by Karen Adams

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.

An Introduction to Market and Social Research Reviews

"Brace...and Adams...detail the research process, from the identification of the research topic to the results and recommendations, including designing a project, finding data and using qualitative research methods, questionnaires and analysis." Reference and Research Book News

About Karen Adams

Karen Adams is Head of Professional Development for MRS, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of MRS's suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds. Ian Brace is Research Director at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian is a Visiting Fellow in market research at Bristol Business School, and currently vice chairman of the council of the Market Research Society and deputy chair of the MRS Professional Standards Committee.

Table of Contents

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

Additional information

An Introduction to Market and Social Research: Planning & Using Research Tools & Techniqes by Karen Adams
Used - Very Good
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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