The Practice of Market and Social Research: An Introduction

One of the only marketing texts that covers  research methods and the practical tasks involved in running a research project.

Back Cover Copy- McGivern

"We cannot recommend this book highly enough. In one volume, Yvonne McGivern has compiled an overview of all aspects of Market and Social Research. This is a must for all research practitioners, from raw novice, to the technically skilled old-hand." Clive Warren, Partner, CSA Recruitment, London , England

The Practice of Market and Social Research: An Introduction, 2e, provides a

comprehensive account of the techniques of market and social research and the practical

tasks involved in setting up and running research projects—from identifying the problem

to be researched through to reporting and evaluating the findings.

McGivern’s book covers qualitative and quantitative techniques, including a chapter on

the analysis of qualitative data—a topic which few texts in this market cover.

“An excellent introductory text for those seeking to find out more about market or social research

and          a must have for those studying the MRS Advanced Certificate in Market and Social Research.”

Tamzie Hollands, MRS Course Leader, Kingston Management Centre

Packed with real-life examples of research in action, the book is aimed at those preparing

for the MRS Advanced Certificate in Market and Social Research, at those doing

undergraduate and post-graduate courses with a research module and/or a requirement to

produce a research project or dissertation, and at research practitioners.

“I've used this book a huge amount and found it invaluable.  I used it at work to help me set up research with radio listeners in the developing world and I've used it to help me plan research for my MBA dissertation.  It guided me through the whole research process.  Everything is clearly explained and very easy to follow.” Tim Moock, MBA Student, University of Bradford

New to this edition!

With a clear structure and user-friendly writing style, this new edition:

• Clarifies and expands content in every chapter
• Integrates ethics and the practice of research and provides an overview in Chapter 1
• Links problem definition and research design in a reworked Chapter 3 to make these topics more accessible
• Dedicates a full chapter (Chapter 4) to the preparation of the research brief and the research proposal
• Makes available brand-new case studies drawn from real life research projects

To access a range of support materials, including suggested solutions to the questions and exercises in this book, visit www.pearsoned.co.uk/mcgivern.

Yvonne McGivern brings many years’ practical experience in research on both the agency and client side to this book. She currently runs her own research consultancy with clients in both public and private sectors. She lectures at Trinity College, Dublin, on the MSc in Applied Social Research and the MSc in Economic Policy Studies. She was an external adviser to the MA programme in Applied Social and Market Research at the University of Westminster and taught Research Methods for several years at Queen’s University, Belfast. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research.