The practice of market and social research : an introduction / Yvonne McGivern.

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.

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