The practice of market research: an introduction
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England [u.a.]
Prentice Hall
2009
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXX, 548 S. graph. Darst. |
| ISBN: | 9780273717072 |
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Datensatz im Suchindex
| _version_ | 1804138892146769920 |
|---|---|
| adam_text | Part I Introducing market and social research 1
1 The practice of market research 3
2 Introducing types of research 41
Part II Getting started 59
3 Planning and designing research 61
4 Writing the brief and the proposal 97
5 Doing secondary research 131
6 Planning and conducting qualitative research 161
7 Collecting quantitative data 221
8 Sampling 257
9 Designing questionnaires 297
Part III Getting on and finishing up 357
10 Managing a research project 359
11 Analysing qualitative data 395
12 Analysing quantitative data 1 427
13 Analysing quantitative data 2 455
14 Communicating and reviewing the findings 495
Bibliography 529
Index 537
Foreword xiii
About MRS xiv
Preface xv
Guide to the main focus of case studies xix
Acknowledgements xxvii
Parti INTRODUCING MARKET AND SOCIAL RESEARCH 1
1 The practice of market research 3
Introduction 3
Topics covered 3
Relationship to MRS Advanced Certificate Syllabus 3
Learning outcomes 3
What is research? 4
The use and value of market and social research 5
Research roles 21
Ethics and the practice of research 26
Professional codes of conduct 31
Research and data protection legislation 33
Chapter summary 37
Questions and exercises 38
References 39
Recommended reading 40
2 Introducing types of research 41
Introduction 4-1
Topics covered 41
Relationship to MRS Advanced Certificate Syllabus 41
Learning outcomes 42
Types of research 42
The nature of the research enquiry 42
Mode of data collection 44
The type of data 46
The source of the data 49
The method of data collection 51
The way the data are bought 53
The setting of the research 54
Chapter summary 56
Questions and exercises 56
viii Contents
References 56
Recommended reading 57
Part II GETTING STARTED 59
3 Planning and designing research 61
Introduction 61
Topics covered 61
Relationship to MRS Advanced Certificate Syllabus 61
Learning outcomes 62
What is research design? 62
Defining the problem 64
The nature of the research enquiry 72
Units of analysis 79
The time dimension 81
Research designs 81
Chapter summary 93
Questions and exercises 94
References 94
Recommended reading 95
4 Writing the brief and the proposal 97
Introduction 97
Topics covered 97
Relationship to MRS Advanced Certificate Syllabus 98
Learning outcomes 98
Roles in the briefing and research design process 99
Preparing a research brief 101
Choosing a research supplier 108
Questioning a brief 109
Preparing a research proposal 109
Evaluating a proposal 125
Responding to a proposal 126
The client-researcher relationship 127
Chapter summary 127
Questions and exercises 128
References 129
Recommended reading 129
5 Doing secondary research 131
Introduction 131
Topics covered 131
Relationship to MRS Advanced Certificate Syllabus 131
Learning outcomes 132
Why bother with secondary research? 132
What is secondary research? 133
Secondary sources 134
Assessing quality and suitability 148
Contents
Data storage and retrieval systems 149
Analysing secondary data - data fusion and data mining 152
Chapter summary 157
Questions and exercises 158
References 158
Recommended reading 159
6 Planning and conducting qualitative research 161
Introduction 161
Topics covered 161
Relationship to MRS Advanced Certificate Syllabus 161
Learning outcomes 162
What is qualitative research? 162
Observation and ethnography 163
Interviews and group discussions 170
Other interview-based approaches 178
Online qualitative research 187
Interviewing and moderating skills 193
Designing the interview or discussion guide 200
Semiotics and qualitative research 210
Chapter summary 215
Questions and exercises 217
References 217
Recommended reading 218
7 Collecting quantitative data 221
Introduction 221
Topics covered 221
Relationship to MRS Advanced Certificate Syllabus 221
Learning outcomes 221
Interviewing 222
The role of the interviewer 222
Face-to-face interviews 225
Telephone interviews 230
Self-completion methods 232
Other data collection formats 245
Observation 250
Chapter summary 253
Questions and exercises 255
References 255
Recommended reading 256
8 Sampling 257
Introduction 257
Topics covered 257
Relationship to MRS Advanced Certificate Syllabus 257
Learning outcomes 257
Developing a sampling plan 258
Sampling theory 269
Contents
Probability or random sampling methods 276
Semi-random sampling 283
Non-probability sampling methods 283
Sampling in qualitative research 290
Chapter summary 294
Questions and exercises 295
References 296
Recommended reading 296
9 Designing questionnaires 297
Introduction 297
Topics covered 297
Relationship to MRS Advanced Certificate Syllabus 298
Learning outcomes 298
The importance of good design 298
The questionnaire design process 305
Question content 306
Question wording 314
Question structure 325
Asking questions on attitudes 329
Question order 344
Layout and appearance 345
Questionnaire length 345
Pilot study 345
Chapter summary 352
Questions and exercises 353
References 354
Recommended reading 355
Part III GETTING ON AND FINISHING UP 357
10 Managing a research project 359
Introduction 359
Topics covered 359
Relationship to MRS Advanced Certificate Syllabus 359
Learning outcomes 359
Making it happen 360
Organising fieldwork 363
Checking the viability of the data collection tool 369
Briefing interviewers and recruiters 372
Organising data processing 378
An overview of the analysis process 390
Checking and reporting progress 391
Chapter summary 393
Questions and exercises 394
References 394
Recommended reading 394
Contents
11 Analysing qualitative data 395
Introduction 395
Topics covered 395
Relationship to MRS Advanced Certificate Syllabus 395
Learning outcomes 395
What is qualitative data analysis? 396
Planning the analysis 402
Doing the analysis 407
Using computers in qualitative data analysis 421
Chapter summary 423
Questions and exercises 425
References 425
Recommended reading 426
12 Analysing quantitative data 1 427
Introduction 427
Topics covered 427
Relationship to MRS Advanced Certificate Syllabus 427
Learning outcomes 427
The purpose of data analysis 428
Planning the analysis 428
Understanding data 430
Types of data analysis 440
Univariate descriptive analysis 441
Chapter summary 451
Questions and exercises 452
References 452
Recommended reading 452
13 Analysing quantitative data 2 455
Introduction 455
Topics covered 455
Relationship to MRS Advanced Certificate Syllabus 455
Learning outcomes 456
Bivariate descriptive analysis 456
Data reduction 465
Looking for patterns and relationships 469
Explanatory analysis 476
Inferential analysis 487
Chapter summary 493
Questions and exercises 494
References 494
Recommended reading 494
H Communicating and reviewing the findings 495
Introduction 495
Topics covered 495
Relationship to MRS Advanced Certificate Syllabus 495
Learning outcomes 495
Contents
Communicating the findings
Preparing and delivering a presentation
Writing a report
Presenting data in tables, diagrams and charts
Evaluating the quality of research
Chapter summary
Questions and exercises
References
Recommended reading
Bibliography
Index
496
499
506
516
523
527
527
528
528
529
537
Supporting resources
Visit www.pearsoned.co.uk/mcgivern to find valuable online resources
Companion Website for students
¦ Links to useful websites.
¦ A student guide to writing a brief and proposal for an assignment.
¦ A student guide to learning from case studies.
For instructors
¦ Chapter-by-chapter teaching notes, links to useful websites and updated end
of chapter question solutions.
¦ A Lecturers guide to using ARK as a teaching and learning resource.
(ARK is a source of questionnaires, survey and teaching datasets and
qualitative research archives such as downloadable interviews etc.)
¦ Useful tables and boxes from the text reproduced in downloadable PDF
format for use in class.
¦ A PowerPoint lecture for each chapter and slides of all the useful figures and
tables from the book.
For more information please contact your tocal Pearson Education sales
representative or visit www.pearsoned.co.uk/mcgivern.
|
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| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 3. ed. |
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| title | The practice of market research an introduction |
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| title_full | The practice of market research an introduction Yvonne McGivern |
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