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035 _a(UkOxU)022787971
035 _a(UkOxU)022787971BIB01
035 _a(Uk)020340438
040 _aStDuBDS
_beng
_erda
_cStDuBDS
_dUk
_dUkOxU
041 _aEnglish
042 _aukblsr
100 _aMcGivern, Yvonne,
_eauthor.
_926860
245 1 4 _aThe practice of market research
_b: from data to insight
_c/ Yvonne McGivern.
250 _aFifth edition.
264 1 _aHarlow, England :
_bPearson,
_c2022.
300 _axxv, 640 pages :
_billustrations (black and white) ;
_c25 cm
500 _aPrevious edition: Harlow : Pearson, 2013.
500 _aFormerly CIP.
_5Uk
504 _aIncludes bibliographical references and index.
505 _aPart 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.
520 _aThe 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.
650 0 _aMarketing research
_91465
650 0 _aMarketing research
_xMethodology
_98379
942 _2lcc
999 _c5407
_d5407