An Introduction to Market & Social Research: Planning & using research tools & techniques

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An Introduction to Market and Social Research is an easy-to-use guide for anyone who needs to understand the basic principles and techniques of effective market or social research. This step-by-step textbook contains clear descriptions, practical examples and activities that will help you to gain a clear understanding of the research process and how research information can be used effectively in business decision making. A vital study guide for those working towards the MRS/City & Guilds Certificate in Market & Social Research, it follows the syllabus and contains regular revision sections to help candidates study for the exam. Key Features introducing market research defining research objective selecting a research design identifying different research methods understanding how sampling works using quantitative research methods using qualitative research methods designing the questionnaire analysing and communicating research findings developing your career in market research. An Introduction to Market and Social Research is not just for students; it is also suitable for anyone who is not a research practitioner who needs to know the basics. The inclusion of practical examples, tasks and multiple-choice questions will help you to understand how key points work in practice.

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Karen Adams is Head of Professional Development for the Market Research Society, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of MRS’s suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds. Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian is a Visiting Fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, also published by Kogan Page. Table of Contents Section 1 Introduction to market research Why do I need research? Introducing market and social research What do I need to know? Defining research objectives How am I going to do it? Selecting a research design How can I gather the information? Identifying different research methods Section 2 Designing a research project: the tools of market research Who should I talk to? Understanding how sampling works Where can I find the data I need? Using quantitative research methods How can I find out what people feel about issues? Using qualitative research methods What questions should I ask? Designing the questionnaire Section 3 Completing a market research project How do I know what it all means? Analysing research data What do I do with the information? Reporting and communicating research findings Where do I go from here? Developing your career in market research.