Relevant, real-life understanding of concepts

• Practical approach: This text follows an approach based on doing a project – first of all introducing the reader to the context and use of research, then taking them through the research process.

• In-depth coverage: There is comprehensive coverage of research design, sampling, use of existing data, questionnaire design, qualitative data analysis, quantitative data collection, data analytics and data mining.

• Methods and practice: Unlike regular market research textbooks, this title covers both the research methods and the practical tasks involved in planning and running a project.

• MRS Advanced Certificate Syllabus: Every chapter shows how the content relates to the industry’s professional qualification, the MRS Advanced Certificate in Market and Social Research Practice Syllabus.

Put theory into practice

• Practical tasks of a researcher: The text offers guidance on preparing key documents such as research brief, proposal, report and evaluating research findings.

• Research in action: There are numerous examples of market research on well-known brands from media, telecommunications, financial services and FMCG sectors, as well as social research case studies for government and charities.

• Instructor’s resources: An instructor’s manual and PowerPoint slides are available to lecturers to complement this textbook and support your teaching.

User-friendly structure

• Consistent framework: The text follows a clear and comprehensive structure to follow the research process. Each chapter opens with an Introduction which summarises the aim of the chapter and a list of topics covered.

• End-of-chapter summaries help to reinforce the main points made in the chapter and are useful revising and checking understanding.

• References and Recommended reading at the end of each chapter offer the opportunity to refer to more specialised sources of information on the topics or issues covered in that chapter.

Practice of Market Research, The: An Introduction, 5th edition

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