An introduction to market & social research: planning & using research tools & techniques
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.. - This step-by-step textbook contains clear descriptions, practical examples and activities that will help you to gai...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2006
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | 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.. - This step-by-step textbook contains clear descriptions, practical examples and activities that will help you to gain a clear understanding of the research process and how research information can be used effectivily in business decision making. A vital study guide for those working towards the MRS/City & Guilds Certificate in Market & Social Research, it follows the syllabus and contains regular revision sections to help candidates study for the exam. Key topics covered include: introducing market research; defingin research objectives; selecting a research design; identifying different research methods; understanding how sampling works; using quantitative research methods; using qualitative research methods; designing the questionaire; analysing research data; reporting and communicating research findings; developing your career in market research. |
| Beschreibung: | IV, 154 S. |
| ISBN: | 9780749443771 0749443774 |
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Datensatz im Suchindex
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| adam_text | Contents
Acknowledgements v
How to use this book vi
Section 1 Introduction to market research
1 Why do I need research? Introducing market and social research 3
Introduction 3; What is market research ? 3; Using research
to inform business decisions 4; Who carries out research? 6;
Conducting research ethically 8; Summary 11
2 What do I need to know? Defining research objectives 12
Introduction 12; The first steps 12; What is the problem? 13;
From problem to objectives 13; Finding resources for the research
project 15; Creating the research brief 16; Summary 18
3 How am I going to do it? Selecting a research design 19
Introduction 19; Defining information needs 19; Creating the right
research design 25; Beginning the research proposal 27; Summary 29
4 How can I gather the information? Identifying different research methods 30
Introduction 30; Gathering secondary data 31; Gathering data for primary
research 33; Choosing the best research method 42; Summary 44
Section 2 Designing a research project: the tools of market research
5 Who should I talk to? Understanding how sampling works 47
Introduction 47; What is a research sample ? 47; Identifying an
appropriate sample 48; Choosing the right sampling method 51;
Creating a good sampling plan 57; Summary 60
iv If Contents
6 Where can I find the data I need? Using quantitative research methods 61
Introduction 61; Interviewing in market research 62; Collecting data
using interviews 63; Collecting data using self completion
questionnaires 66; Collecting data using observation 70; Summary 73
7 How can I find out what people feel about issues? Using qualitative
research methods 74
Introduction 74; What is qualitative data, and why do we need it? 75;
Moderating and conducting depth interviews 77; Discussion group or
depth interview which is more useful? 79; Tools and techniques for
depth interviewers and moderators 82; Collecting qualitative data
using observation 84; Summary 86
8 What questions should I ask? Designing the questionnaire 87
Introduction 87; Getting the best information 88; Some common
problems with questionnaires, and how to avoid them 95; Summary 99
Section 3 Completing a market research project
9 How do I know what it all means? Analysing research data 103
Introduction 103; Organizing quantitative data 103; Analysing
quantitative data 105; Interpreting the data 110; Analysing qualitative
data 113; Summary 116
10 What do I do with the information? Reporting and communicating
research findings 117
Introduction 117; Identifying the links between the findings and the
problem 118; Helping the client to make sense of the findings 120;
Structuring an effective research report 123; Adding value with your
presentation 125; Summary 127
11 Where do I go from here? Developing your career in market research 128
Introduction 128; Professional associations for the profession 128;
Career opportunities in research 129; Getting started in market
research 130; Summary 132
Test yourself revision section 133
Task answer guide 137
Test questions answer guide 148
References 149
Index 150
|
| adam_txt |
Contents
Acknowledgements v
How to use this book vi
Section 1 Introduction to market research
1 Why do I need research? Introducing market and social research 3
Introduction 3; What is 'market research'? 3; Using research
to inform business decisions 4; Who carries out research? 6;
Conducting research ethically 8; Summary 11
2 What do I need to know? Defining research objectives 12
Introduction 12; The first steps 12; What is the problem? 13;
From problem to objectives 13; Finding resources for the research
project 15; Creating the research brief 16; Summary 18
3 How am I going to do it? Selecting a research design 19
Introduction 19; Defining information needs 19; Creating the right
research design 25; Beginning the research proposal 27; Summary 29
4 How can I gather the information? Identifying different research methods 30
Introduction 30; Gathering secondary data 31; Gathering data for primary
research 33; Choosing the best research method 42; Summary 44
Section 2 Designing a research project: the tools of market research
5 Who should I talk to? Understanding how sampling works 47
Introduction 47; What is a 'research sample'? 47; Identifying an
appropriate sample 48; Choosing the right sampling method 51;
Creating a good sampling plan 57; Summary 60
iv If Contents
6 Where can I find the data I need? Using quantitative research methods 61
Introduction 61; Interviewing in market research 62; Collecting data
using interviews 63; Collecting data using self completion
questionnaires 66; Collecting data using observation 70; Summary 73
7 How can I find out what people feel about issues? Using qualitative
research methods 74
Introduction 74; What is qualitative data, and why do we need it? 75;
Moderating and conducting depth interviews 77; Discussion group or
depth interview which is more useful? 79; Tools and techniques for
depth interviewers and moderators 82; Collecting qualitative data
using observation 84; Summary 86
8 What questions should I ask? Designing the questionnaire 87
Introduction 87; Getting the best information 88; Some common
problems with questionnaires, and how to avoid them 95; Summary 99
Section 3 Completing a market research project
9 How do I know what it all means? Analysing research data 103
Introduction 103; Organizing quantitative data 103; Analysing
quantitative data 105; Interpreting the data 110; Analysing qualitative
data 113; Summary 116
10 What do I do with the information? Reporting and communicating
research findings 117
Introduction 117; Identifying the links between the findings and the
problem 118; Helping the client to make sense of the findings 120;
Structuring an effective research report 123; Adding value with your
presentation 125; Summary 127
11 Where do I go from here? Developing your career in market research 128
Introduction 128; Professional associations for the profession 128;
Career opportunities in research 129; Getting started in market
research 130; Summary 132
Test yourself revision section 133
Task answer guide 137
Test questions answer guide 148
References 149
Index 150 |
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| spelling | Adams, Karen Verfasser aut An introduction to market & social research planning & using research tools & techniques Karen Adams & Ian Brace An introduction to market and social research Market and social research Market & social research 1. publ. London [u.a.] Kogan Page 2006 IV, 154 S. txt rdacontent n rdamedia nc rdacarrier 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.. - This step-by-step textbook contains clear descriptions, practical examples and activities that will help you to gain a clear understanding of the research process and how research information can be used effectivily in business decision making. A vital study guide for those working towards the MRS/City & Guilds Certificate in Market & Social Research, it follows the syllabus and contains regular revision sections to help candidates study for the exam. Key topics covered include: introducing market research; defingin research objectives; selecting a research design; identifying different research methods; understanding how sampling works; using quantitative research methods; using qualitative research methods; designing the questionaire; analysing research data; reporting and communicating research findings; developing your career in market research. Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Forschungsmethode (DE-588)4155046-8 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marktforschung (DE-588)4037630-8 s Forschungsmethode (DE-588)4155046-8 s b DE-604 Brace, Ian Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015859744&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Adams, Karen Brace, Ian An introduction to market & social research planning & using research tools & techniques Marketing research Marktforschung (DE-588)4037630-8 gnd Forschungsmethode (DE-588)4155046-8 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4155046-8 (DE-588)4151278-9 |
| title | An introduction to market & social research planning & using research tools & techniques |
| title_alt | An introduction to market and social research Market and social research Market & social research |
| title_auth | An introduction to market & social research planning & using research tools & techniques |
| title_exact_search | An introduction to market & social research planning & using research tools & techniques |
| title_exact_search_txtP | An introduction to market & social research planning & using research tools & techniques |
| title_full | An introduction to market & social research planning & using research tools & techniques Karen Adams & Ian Brace |
| title_fullStr | An introduction to market & social research planning & using research tools & techniques Karen Adams & Ian Brace |
| title_full_unstemmed | An introduction to market & social research planning & using research tools & techniques Karen Adams & Ian Brace |
| title_short | An introduction to market & social research |
| title_sort | an introduction to market social research planning using research tools techniques |
| title_sub | planning & using research tools & techniques |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd Forschungsmethode (DE-588)4155046-8 gnd |
| topic_facet | Marketing research Marktforschung Forschungsmethode Einführung |
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