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

Published by Pearson (November 16, 2021) © 2022

  • Yvonne McGivern University of Dublin, Trinity College

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Learn the techniques and tasks involved in designing and running a research project
The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers an introduction to market and social research, 
with an insight into data analytics and data mining, as well as a range of real-life examples of how research is applied in practice.
 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.
  • UPDATED! New developments in the discipline: All chapters have been updated to reflect changes in practice and methods and in the ethical, legal and regulatory context in which market research operates.
  • NEW chapter on data mining and data analytics: The new edition discusses data mining and data analytics in a market research context in much greater detail. 
  • UPDATED! Increased use of existing or secondary data: Chapters have been updated to reflect changes in the sources and types of secondary or existing data, and the use    and evaluation of those sources. 
  • NEW! Market insights: Lots of new real-life examples from companies such as Formula One, Glaxo Smith Kline, BBC, IBM, PayPal, RBS, Tesco, Twinings and Volvo    communicate the key elements of successful research. 
  • NEW! Real-world social research: Recent examples of research for government and charities on complex social issues include the COVID-19 pandemic, anti-social behaviour, HIV/AIDS and many more. 
  • REVISED content structure: The structure has been revised to make the content easier to navigate. The text now contains six sections covering all aspects of market and social research.
Foreword
About MRS
Preface
Guide to MRS Advanced Certificate syllabus learning outcomes
Acknowledgements 

Part 1 Introducing market and social research
  • 1. Research, data and insight
  • 2. The practice of market and social research
  • 3. Types of data and research

Part 2 Planning and designing research
  • 4. Business problem and research problem
  • 5. Research design
  • 6. Writing a research brief
  • 7. Writing a research proposal

Part 3 Secondary or existing data
  • 8. Sources of existing data
  • 9. Evaluating existing data

Part 4 Qualitative research
  • 10. Qualitative research methods
  • 11. Doing qualitative research
  • 12. Analysing qualitative data

Part 5 Quantitative research
  • 13. Methods of data collection
  • 14. Sampling
  • 15. Designing questionnaires
  • 16. Understanding data
  • 17. Analysing quantitative data
  • 18. Data mining and data analytics

Part 6 Bringing it all together Managing and reviewing a project
  • 20. Communicating the findings

Bibliography
Index
Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods 
at Queen's University Belfast and at Trinity College Dublin. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and 
Social Research Practice.

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