The Practice of Market Research: An Introduction

The Practice of Market Research: An Introduction

by Yvonne McGivern (Author)

Synopsis

The Practice of Market Research offers a comprehensive and understandable account of the techniques and practical tasks involved in setting up and running marketing or social research projects. Although shorter than many market research books, this offers a well-rounded overview, good coverage of both qualitative and quantitative aspects of market research and particularly strong coverage of research design, questionnaire design, sampling and research ethics. This book is linked to The Market Research Society and has plenty of real life examples from big-name companies such as McDonalds and Levis as well as governments and charities. The author's depth of insight and experience of the real world of market research is evident throughout this book.

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More Information

Format: Paperback
Pages: 584
Edition: 3
Publisher: Financial Times/ Prentice Hall
Published: 20 Nov 2008

ISBN 10: 0273717073
ISBN 13: 9780273717072
Book Overview:

McGivern combines high quality theoretical work with clear explanations, real-life examples and practical pointers to provide an ideal companion to any student's research project and an indispensable guidebook for market research practitioners.