An introduction to market and social research : planning and using research tools and techniques
Title:
An introduction to market and social research : planning and using research tools and techniques
Author:
Adams, Karen.
ISBN:
9780749443771
Personal Author:
Publication Information:
Philadelphia : Kogan Page Limited, 2006.
Physical Description:
v, 154 p. ;c25 cm.
General Note:
Published in association with the Market Research Society.
Formerly CIP.
Contents:
1. Why do I need research? : introducing market and social research -- 2. What do I need to know? : defining research objectives -- 3. How am I going to do it? : selecting a research design -- 4. How can I gather the information? : identifying different research methods -- 5. Who should I talk to? : understanding how sampling works -- 6. Where can I find the data I need? : using quantitative research methods -- 7. How can I find out what people feel about issues? : using qualitative research methods -- 8. What questions should I ask? : designing the questionnaire -- 9. How do I know what it all means? : analysing research data -- 10. What do I do with the information? : reporting and communicating research findings -- 11. Where do I go from here? : developing your career in market research.
Abstract:
"This step-by-step textbook contains clear descriptions, practical examples and activities that will help you 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."--BOOK JACKET.
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Electronic Access:
Table of contents only http://www.loc.gov/catdir/toc/ecip0617/2006023957.html