the PRACTICE OF MARKET RESEARCH : an introduction.

Front Cover
Half Title
Title Page
Copyright Page
Brief contents
Contents
Foreword
About MRS
Preface
Guide to content for MRS Advanced Certificate syllabus learning outcomes
Author's acknowledgements
Part One Introducing market and social research
	1 Research, data and insight
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		What is research?
		The context and use of research
		The value of research
		The limitations of research
		Chapter summary
		Exercises
		References
		Recommended reading
	2 The practice of market and social research
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		The research process
		Research skills, roles and tasks
		The ethical, legal and regulatory context
		Chapter summary
		Exercises
		References
		Recommended reading
	3 Types of data and research
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Types of data and research
		The size of the data
		The format of the data
		The source or producer of the data
		The nature of the data
		The nature of the research
		Continuous or 'one-off' data collection
		The method of data collection
		Chapter summary
		Exercises
		References
		Recommended reading
Part Two Planning and designing research
	4 Business problem and research problem
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Business problem and research problem
		The nature of the research enquiry
		Formulating research objectives
		Identifying ethical and legal issues
		Chapter summary
		Exercises
		References
		Recommended reading
	5 Research design
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		The process of research design
		Types of research design
		Chapter summary
		Exercises
		References
		Recommended reading
	6 Writing a research brief
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Definition of a research brief
		Roles in the briefing process
		Links between the brief and the proposal
		Preparing a written research brief
		Choosing a research supplier
		Checking the brief
		The client-researcher relationship
		Chapter summary
		Exercises
		References
		Recommended reading
	7 Writing a research proposal
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		The purpose of a research proposal
		Links between the brief and the proposal
		Questioning the brief
		The contents of a research proposal
		Evaluating a proposal
		What happens next?
		Chapter summary
		Exercises
		References
		Recommended reading
Part Three Secondary or existing data
	8 Sources of existing data
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Using existing data: the context
		Sources of existing data
		Data storage and retrieval systems
		Chapter summary
		Exercise
		References
		Recommended reading
	9 Using and evaluating existing data
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Using existing data: the rationale
		Using existing data: types of projects
		Using existing data: the process
		Evaluating sources
		Evaluating suitability and quality
		Evaluating technical issues
		Developing an analysis plan
		Chapter summary
		Exercise
		References
		Recommended reading
Part Four Qualitative research
	10 Qualitative research methods
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		What is qualitative research?
		Ethnography
		Semiotics
		Interviews and group discussions
		Deliberative methods
		Online research communities
		Chapter summary
		Exercise
		References
		Recommended reading
	11 Doing qualitative research
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Tasks and skills of the qualitative researcher
		Sampling and recruiting participants
		Designing the data collection guide
		Interviewing and moderating skills
		Chapter summary
		Exercises
		References
		Recommended reading
	12 Analysing data from qualitative research
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		What is qualitative data analysis?
		Approaches to analysis
		Planning the analysis
		Doing the analysis
		Computer-aided qualitative data analysis
		Automated data analysis
		Chapter summary
		Exercise
		References
		Recommended reading
Part Five Quantitative research
	13 Methods of data collection
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Research designs in quantitative research
		Asking questions and observing
		Interviewer-administered and self-completion
		Self-completion
		Telephone interview data collection
		Online data collection
		Mixing or switching modes of data collection
		Observational methods of data collection
		End note
		Chapter summary
		Exercise
		References
		Recommended reading
	14 Sampling
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Sampling units and sampling elements
		Developing a sampling plan
		Sampling theory
		Probability or random sampling methods
		Semi-random sampling
		Non-probability sampling methods
		Samples in online research
		Chapter summary
		Exercise
		References
		Recommended reading
	15 Deesigning questionnaires
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		The importance of good design
		The questionnaire design process
		Question content
		Question wording
		Question structure
		Designing questions on attitudes
		Reviewing the questions
		Question order
		Layout and appearance
		Questionnaire length
		Checking and piloting the questionnaire
		Chapter summary
		Exercise
		References
		Recommended reading
	16 Understanding data
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Understanding data: questionnaire to dataset
		Data processing
		Making an analysis plan
		Data reduction
		Chapter summary
		Exercise
		References
		Recommended reading
	17 Analysing quantitative data
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Looking for patterns and relationships
		Explanatory analysis
		Inferential analysis
		Chapter summary
		Exercise
		References
		Recommended reading
	18 Data mining and data analytics
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Context and process
		Data mining and data analytics
		Doing a project
		Algorithms and machine learning
		Data visualisation
		Chapter summary
		Exercise
		References
		Recommended reading
Part Six Bringing it all together
	19 Maanaging and reviewing a project
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Project management
		Getting started: making it happen
		Organising and briefing fieldwork
		Organising and briefing data processing and analysis
		Checking and reporting progress
		Reviewing and evaluating the quality of the research
		Chapter summary
		Exercises
		References
		Recommended reading
	20 Communicating the findings
		Introduction
		Topics covered
		Relationship to MRS Advanced Certificate Syllabus
		What you should get from this chapter
		Communicating the findings
		Managing insight
		Communicating findings from a project
		Presentations and reports
		Writing a report
		Presenting data in diagrams, charts and tables
		Chapter summary
		Exercises
		References
		Recommended reading
Bibliography
Index
Publisher's acknowledgements
Back Cover