The practice of market research : from data to insight McGivern, Yvonne creator author. text bibliography nju 2022 Fifth edition. monographic eng Eng lis h
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xxv, 640 pages : illustrations (black and white) ; 25 cm The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers a thorough introduction to the practice of market and social research. It is structured around the research process – from defining the problem to be researched to communicating the insight which the research produces. An ideal companion for a market research student or anyone doing a research project, the book takes you through data analytics and data mining in a market research context, in addition to explaining the ethical, legal and regulatory context in which research operates. The ‘Industry Insights’ draw real-world examples from successful market research projects in companies such as Formula One, BBC, IBM, PayPal, Twinings and Volvo. There are also examples of research on social issues including the COVID-19 pandemic, anti-social behaviour, HIV/AIDS, cancer support and many more. The new edition supports the MRS Advanced Certificate in Market and Social Research Practice. Part 1 — Introducing market and social research — Research, data and insight — The practice of market and social research — Types of data and research — Part 2 — Planning and designing research — Business problem and research problem — Research design — Writing a research brief — Writing a research proposal — Part 3 — Secondary or existing data — Sources of existing data — Evaluating existing data — Part 4 — Qualitative research — Qualitative research methods — Doing qualitative research — Analysing qualitative data — Part 5 — Quantitative research — Methods of data collection — Sampling — Designing questionnaires — Understanding data — Analysing quantitative data — Data mining and data analytics — Part 6 — Bringing it all together: Managing and reviewing a project — Communicating the finding. / Yvonne McGivern. Previous edition: Harlow : Pearson, 2013. Formerly CIP. Includes bibliographical references and index. Marketing research Marketing research Methodology 9781292331362 StDuBDS 210914 20260310143823.0 990227879710107026 eng