TY  - BOOK
AU  - McGivern,Yvonne
TI  - The practice of market and social research: an introduction 
SN  - 9780273773115
AV  - HF5415.2 .M3827 2013
U1  - 658.83 MC.P 2013 23
PY  - 2013///
CY  - Harlow, England
PB  - Pearson
KW  - Marketing research
KW  - Methodology
KW  - Social sciences
KW  - Research
KW  - Advertising
KW  - Product management
N1  - Includes bibliographical references (pages 543-555) and index; Cover -- Contents -- Part 1 Introducing Market and Social Research -- 1 The practice of market research -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus -- What is research? -- Research contexts -- The use, value and limitations of research -- The research process -- Research roles -- Ethics and the practice of research -- Professional codes of conduct -- Research and data protection legislation -- Chapter summary -- Questions and exercises -- References -- Recommended reading -- 2 Types of research -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus Types of research The nature of the research enquiry -- The source of the data -- The type of data -- Continuous or â#x80 -- #x98 -- one-offâ#x80 -- #x99 -- data collection -- The method of data collection -- The process of research design -- Types of research design -- Chapter summary -- Questions and exercises -- References -- Recommended reading -- Part 2 Getting Started -- 3 Defining the research problem -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus -- Defining the problem -- The nature of the research enquiry -- Formulating research objectives -- Units of analysis -- The time dimension Investing in research: the practicalities Chapter summary -- Questions and exercises -- References -- Recommended reading -- 4 Writing a research brief -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus -- Roles in the briefing process -- Links between the brief and the proposal -- Preparing a written research brief -- Choosing a research supplier -- Checking the brief -- The client-researcher relationship -- Chapter summary -- Questions and exercises -- References -- Recommended reading -- 5 Secondary research -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus Why do secondary research? What is secondary research? -- Secondary sources -- Assessing quality and suitability -- Secondary data analysis -- Data storage and retrieval systems -- Data mining -- Data integration -- Chapter summary -- Questions and exercises -- References -- Recommended reading -- 6 Qualitative research -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus -- What is qualitative research? -- Observation and offline and online ethnography -- Semiotics -- Other interview-based approaches -- Online group discussions and interviews -- Online research communities -- Chapter summary Questions and exercises References -- Recommended reading -- 7 Quantitative research -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus -- Interrogative methods -- Face-to-face data collection -- Telephone data collection -- Self-completion methods of data collection -- Other data collection formats -- Mixing or switching modes of data collection -- Observational methods of data collection -- Chapter summary -- Questions and exercises -- References -- Recommended reading -- 8 Sampling -- Introduction -- Topics covered -- Relationship to MRS Advanced Certificate Syllabus
N2  - Branding paves the way for marketing success, and this hands-on guide will lead you through the entire branding process. From deciding what, how, and when to brand, to leveraging your brand or conducting a makeover, Chiaravalle and Schenck will help you take control of your brand today!; Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions-or anything in between-Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises-and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered
UR  - https://ebookcentral.proquest.com/lib/coventry/detail.action?docID=5173519&query=The+practice+of+market+and+social+research
ER  -